Cafe Flōralia- Social Media & Digital Marketing

Social media strategy, content creation, short-form video, analytics, and brand storytelling for a multi-location café.

Project Overview

Café Floralia is a local café brand with two locations. I was brought on to support and expand their digital presence through social media strategy, short-form video, graphics, and performance tracking across Instagram, Facebook, TikTok, and YouTube Shorts.

My Role & Responsibilities

  • Planned and coordinated seasonal campaigns

  • Developed short-form video concepts

  • Edited and scheduled content across platforms

  • Designed Instagram Stories & promotions

  • Collaborated with store managers

  • Tracked KPIs to inform strategy

Content & Creative Execution

Short-Form Video Campaigns

Focused on beverage visuals, barista process, and seasonal launches to increase reach and share ability.

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Created in-store brand visuals highlighting product and atmosphere.

Analytics & Performance

  • Improved consistency in posting

  • Increased engagement on seasonal beverage launches

  • Established baseline KPI tracking system

  • Built foundational analytics framework for future scaling.

Strategic Insights

  • Short-Form Content Drives Top-of-Funnel Awareness

    Short-form vertical videos significantly outperformed static imagery in reach and discovery, reinforcing the importance of video-first strategy for local hospitality brands.

  • Process-Based Content Outperforms Promotional Content

    Behind-the-scenes beverage preparation and barista process videos generated stronger engagement than direct promotional graphics, indicating that audiences respond more to experience-driven storytelling than traditional advertising.

  • Seasonal Campaigns Increase Engagement Cycles

    Content tied to seasonal drink launches created noticeable engagement spikes, suggesting that campaign-based marketing generates higher urgency and shareability compared to evergreen content alone.

  • Consistency Builds Algorithmic Momentum

    Establishing a structured posting cadence improved overall engagement stability, reinforcing the role of consistency in platform algorithm performance and brand visibility.

  • Visual Cohesion Strengthens Brand Perception

    Aligning in-store aesthetic, product visuals, and social content helped reinforce brand identity across digital touchpoints, increasing perceived brand consistency.

  • Early KPI Tracking Is Foundational for Scaling

    Implementing baseline KPI tracking allowed for early identification of high-performing formats and provided a framework for future paid amplification or expansion.

  • Local Brands Benefit from Experience-Led Storytelling

    For hospitality brands, showcasing atmosphere, product craft, and community engagement builds stronger emotional connection than transactional promotion.