The client
The Red Cross is the largest independent humanitarian organization in the world. In Spain, it promotes social, health and emergency programs, communicating on a large scale to inform, raise awareness and mobilize resources.
The challenge
- Reduce the amount of time the CRONUTS team spent crawling publications relevant to the Red Cross.
- Centralize signals from several accounts and keywords (campaigns, territories, projects).
- Deliver actionable weekly listings, with links and metrics, without manual work.
How we did it
- Flow audit
- We map repetitive tasks: daily review of profiles, filters by dates, cross-referencing with keywords and copying to spreadsheets.
- AI pipeline + automation
- Connectors to Instagram accounts and public feeds.
- Last 7 days filter.
- Semantic classifier (embeddings) that scores relevance according to keywords and topics.
- Cleaning and standardization (author, date, link, scope/engagement).
- Data delivery and governance
- Export to Google Sheets/Excel with tabs per campaign.
- Sending weekly by email with updated Excel and a prioritized top-20.
- Notifications in Slack when content with high score appears.
- Maintenance and scaling
- New terms and accounts are added from a configuration tab.
- Logs and alerts if a source changes permissions or API limit.
Quantitative comparison
| Before (manual search) | After (content lead from pipeline) | |
| Time per week | 8 h | 3 h |
| Account coverage | 58 profiles | 65 profiles (expandable) |
| Listing quality | Irregular, loose links | Normalized, with relevance score |
| Reaction to trends | Slow (1-2 days) | Fast (hours) |
| Risk of human error | High | Low (automatic validation and final review) |
Conclusions and lessons learned
- Standardize criteria with a relevance score avoids long and unhelpful lists.
- The automated delivery (sheet + email + Slack) is as important as scraping.
- Maintain a configuration tab allows marketing to adjust the system without relying on engineering.
The time savings translates into more published pieces and better coordination with Red Cross communication.
Results
- 70 hours/month saved for the content team.
- 65 sources monitored automatically and expandable.
- -86% in content preparation time.
- +34% in reaction speed to trends.
"We went from opening tabs to opening an Excel with everything ready. The time that used to be spent searching is now spent creating and coordinating campaigns."
