Content Refresh:
As a highly recognizable brand with an inherently fun, approachable identity — there was a massive opportunity to elevate several key areas of Cupcake Vineyards' social creative strategy.
Key Opportunities: Cupcake's Original Feed
01
Lack of variety in post formats and content pillars
02
Heavily promotional creatives saturate the feed
03
Missing a human component in studio photography and videography
04
Lack of product education for new and existing consumers
05
Unnecessary logo overlay on organic social content
06
Feed lacks relatability and connection for organic audience
Creative Strategies: Updated content pillars and post executions
Sample Promotional Posts
01
Promotional Content
Prioritized the creation of fun, approachable and engaging promotional content. Because most social media users avoid advertisers, product-focused content must feel relatable and foster connection. Therefore, promotional creative strategy is centered around crafting social moments where Cupcake fits seamlessly into the consumers' everyday life.
Sample Promotional Carousel
Sample Engaging Posts
02
Engaging + Interactive Content
Surprising and delighting Cupcake's social audience and retaining followers with engagement-first content. This content pillar features branded elements intentionally woven throughout, continuously promoting brand recognition through unique, humorous, and scroll-stopping concepts.
Sample Educational Posts
03
Educational Content
Inspire and educate new and veteran wine drinkers with value-packed content. Allows Cupcake to showcase product differentiators and promote its well-crafted portfolio while also leaving viewers more knowledgable about the brand and wine overall.
Sample Storytelling Posts
04
Brand Storytelling Content
Highlight key messages, team spotlights, and core brand values with content centered around building relationships. This allows Cupcake to welcome new followers and advocates to become part of the brand community.
Sample Giveaway Posts
05
Giveaway Content
Maximize awareness and non-follower profile visits through strategic giveaways. Whether brand-owned or collaborated — giveaways help drive positive sentiment, engagement, and audience growth.
Sample Status Updates
06
Text-Only Content
Utilize text-only status updates to foster brand-aligned conversations across platforms. This content type drives authentic engagement and creates unique ways for followers to be involved in Cupcake's online community.
Sample Stories
07
Story Content
Adapt applicable content for story formats, leveraging the platforms' interactive stickers to promote engagement and drive users to specific website landing pages.
Aesthetic Evolution
Before
Refreshed
Through the creative strategies outlined above, Cupcake's refreshed feed intentionally utilizes brand elements, colors and personality to create a captivating first-impression for new followers and an engaging, two-way connection with long-term followers. These content pillars and creative executions will drive engagement, brand awareness, and consideration for Cupcake Vineyards.