Project Spotlight
Sugar Valley CollectiveAbout the Business
Sugar Valley Collective is a multi-generational family-owned business operated by two sisters and their dad, each with their own product line. Nadia heads up Sugar Valley Apothecary, which is focused on art promoting education and social justice. Natasha owns Survivors Apothecary, a line dedicated to providing products that support survivors of abuse. Greg runs Duck’s Wood & Things, and creates furniture and snarky signs using repurposed wood. Many of their products also give back, with varying percentages of proceeds going to nonprofit organizations.
Services Provided
Social Media Campaign
Visual Direction
Content Strategy
SEO Strategy
Date Range
February 2024 – February 2025
Campaign Goals
Goal: Clarity in Branding
Before the campaign began, the main business, Sugar Valley Collective and each line had their own separate social media pages. This could cause some confusion among customers and make it difficult for campaigns to be managed. I consolidated the pages and clarified with each post that Sugar Valley Collective was the main business with three separate product lines under its umbrella. The same strategy was used on the website, where the business model was concisely explained early (on the homepage) and often (product descriptions for the win).
Goal: Show their “Why”
The campaign focused on sharing personal stories from the owners, the charities they partner with, and social justice advocacy. These are business owners who walk the walk – they aren’t afraid to speak their minds and it was important to infuse the campaign with that feel.
Goal: Increase Website Visitors
Getting eyes on the campaign is one thing, but the ultimate goal was to get more visitors to the website and stop relying on their Etsy page for sales. The numbers speak for themselves.
Results
What a difference social media management makes! First things first: numbers don’t always speak for themselves and I believe in transparency, so I’ll remind you that Sugar Valley Collective’s social media pages had been pretty quiet in the months leading up to this campaign. Still, these numbers are bonkers and I’m proud of what was accomplished in a year!
Facebook Results
Total Views
%
Increase in Reach
%
Increase in Link Clicks
%
Increase in Visits
Instagram Results
Total Views
%
Increase in Reach
%
Increase in Link Clicks
%
Increase in Visits
Website Results
%
Increase in Sessions
%
Increase in Store Visits
%
Decrease in Bounce Rate
How it Happened
Of course, a lot went into this campaign, not the least of which was the teamwork I got from Sugar Valley Collective. They were easy to work with and welcomed me to their team with open arms. To keep it short, though, here are a few things we did during this campaign:
- Differentiated the branding between the collections
- Refreshed the website content
- Strengthened on-site SEO
- Created unique bios for nonprofit partners on the website
- Added backlinks to nonprofit partners on the website
- Increased social media presence through strategic planning
Start the Conversation
Let’s chat about how we could work together to create a new website or marketing campaign that makes sense for you, your business, and your customers.