Case Study: Organic Social Content Strategy & Creative Execution
Building Sunny & Moon’s Brand World & Growing Their Community Through Purposeful Social Content
Sunny & Moon, a premium, design-led baby muslin brand, wanted to grow their Instagram, build a recognisable brand voice and drive more traffic to their website. They had beautiful products and a strong aesthetic; they just needed the strategy, structure, and creative execution to bring it all to life online.I was brought in to run a content strategy workshop, develop a full organic social content framework and then execute a mix of content.
How I Helped 🧠
Sunny & Moon needed a social presence that felt playful, stylish and culturally relevant while supporting community growth and conversion. Using the strategy I built, I executed a varied content mix designed to grow their following and deepen connection.
This included:
✨ A full content strategy + framework (SMART goals, pillars, monthly posting rhythm, idea bank, visual direction)
✨ UGC-led Reels
Versatile “not just for babies” edits, styling ideas, and quick-cut clips designed for reach and discovery.
✨ Founder-led content
WhatsApp-style voice notes, BTS design process, packing orders and moodboards to build trust and brand intimacy.
✨ Design-led & Y2K-inspired statics
Cultural posts, nostalgic edits, lo-fi memes, gifting edits and tips-style content to expand their world.
✨ Story engagement series
Polls, question boxes and weekly “Sound Off” series to boost interaction and retention.
✨ Creative variations & re-edits
Testing different hooks, formats and visual styles to see what resonated most.
This wasn’t just content creation — it was building a strong, repeatable system for consistent, on-brand growth.
The Impact 👀
Within a few months, Sunny & Moon had a clear brand identity on social and a content engine designed for growth. The work helped them:
✔ Gain ~1,000 followers in 2 months
(Accelerating them ahead of their original 6-month goal)
✔ Increase website traffic & sales
✔ Build a library of reusable assets
✔ Improve engagement and community interaction
✔ Establish a recognisable visual & tonal identity
This project shows the power of combining strategy with creative execution not just to grow numbers, but to grow a brand world people genuinely want to be part of.