Food & Hospitality · Social Media Management
Bringing strategy and consistency to Sweet Blanca's social presence.
An ongoing social strategy and content partnership with an established food and hospitality brand.
Role
Social Media Manager & Marketing/PR Consultant
Duration
September 2025 - Present
Scope
Strategy · Content · Consultancy
Primary platform
Sweet Blanca already had a strong offline reputation and a loyal customer base. The goal was never simply acquiring customers. It was making the brand's online presence reflect the quality, range and identity it had already established offline.
Before I joined
Sweet Blanca's Instagram was active but lacked a clear strategic direction. Posting was roughly twice a week and leaned heavily on product photography, with little video or behind-the-scenes storytelling. What reels did exist varied in editing style and presentation, with no cohesive visual system, and posting tended to react to the moment rather than follow a wider plan. I was originally brought in to edit footage filmed by their in-house content creator, and the role grew from there.
The approach
The first step was creating more structure around the content, understanding what Sweet Blanca wanted its presence to communicate and where the gaps were.
Creating consistency
A consistent visual language, recurring formats and reel outros gave the account a recognizable identity and a clear next step for viewers.
More intentional planning
Monthly research into food and dessert trends, competitors and past performance shaped a broader content mix, from production process to seasonal moments.
Testing and learning
Testing formats and reading what performed best shaped what came next, refining the approach with every post.
The work
A selection of reels and posts made for Sweet Blanca. Click anything to view it in full.
The outcome
2.3K → 3.7K
Instagram followers during the collaboration
Includes ongoing organic growth as well as Sweet Blanca's annual giveaway, not organic growth alone.
495K
combined content views
7.8K
combined likes
25.5K
views on the strongest behind-the-scenes reel
85+
pieces of content published
The account grew from approximately 2,300 followers when I joined to around 3,700, supported by ongoing organic growth as well as Sweet Blanca's annual giveaway. More importantly, Instagram now works as a consistent, actively managed presence that reflects the business people already knew in person.
Testing different formats also showed clear differences in audience behaviour. Some reels reached audiences made up predominantly of non-followers, in some cases around 70 percent, helping Sweet Blanca's content travel beyond its existing audience.
The strongest example of this was a reel following a day with a Sweet Blanca driver, which reached approximately 25,500 views. Sweet Blanca intentionally maintains a refined brand identity and doesn't rely heavily on personality-led content, so human content stayed selective. Even so, occasional access to the people behind the business created particularly strong engagement and reach.
Tracked across 256+ hours of work since September 2025.