New CBJ

Driving Social Media Growth for a Small Business Bakery with Strategic Content & Design

Challenge

Cakes by Jena needed a stronger social media presence to attract new customers and increase engagement. With limited brand visibility and inconsistent content, the business struggled to connect with its target audience and generate leads effectively.

Solution

I crafted a social media strategy that revitalized the brand’s identity, optimized content, and ensured consistent posting. Through engaging Instagram posts, short-form videos, and YouTube expansion, I grew audience engagement and interactions. Additionally, I developed a website to strengthen the brand’s online presence and user experience.

Results

In just six months, Instagram followers increased by from 300 to 6,000, with a 5.61% engagement rate. The YouTube channel grew to over 16,000 subscribers, and targeted Instagram campaigns generated 500+ leads, demonstrating the power of a strategic content approach.

Role

Social Media Manager and Brand Designer

Client

Cakes by Jena

Timeline

6 months

Role

Illustrator, Photoshop, InDesign, DSLR, Lightroom, Squarespace, Canva, Capcut

Platforms

Instagram, YouTube

Logo Creation

Branding

The heart of Cakes by Jena’s brand is its founder—a culinary arts student who bakes everything from scratch with love. I crafted branding that reflected this story, incorporating warm, inviting colors that conveyed authenticity and care. Additionally, I designed a versatile submark that could be used across various platforms and contexts, reinforcing the brand’s identity consistently.

Brand Material

Building on the established branding guidelines, I designed print materials including business cards and a rubber stamp for packaging. To streamline the ordering process, I created a central hub for customer orders using Squarespace, replacing the previous method of managing orders through social media, which had proven to be inefficient for the owner.

Social media strategy

I conducted research into the baking niche to identify effective trends and content strategies on social media. Leveraging Cakes by Jena's established brand identity, I developed a cohesive Instagram feed and a targeted Instagram Reels and YouTube Shorts strategy that effectively showcased the business and engaged its audience.

Results

As a result of the revamped social media strategy, Cakes by Jena gained 6,000 new Instagram followers and grew its YouTube channel to 16,000 subscribers. This significant increase in social media presence helped boost brand visibility and engagement, leading to stronger connections with the target audience.