Starting With the Right Foundation

This wasn’t about chasing trends. It was about helping a beloved local business build the online presence it deserved. When The Papery came to us, they already had years of community loyalty and a shop people loved visiting, but their social media wasn’t reflecting that warmth or translating it into real growth. We started by defining clarity: what The Papery stood for, who they were speaking to, and how to show up consistently with value and personality.

Less Output, More Intention

Instead of posting for the sake of staying active, we built a structured system with purpose. Three content pillars. One timeless visual identity. A posting rhythm designed for quality storytelling, not just quantity.

Leading With Storytelling

We knew static product photos weren’t enough. So we built a storytelling approach, introducing the team, sharing the heart behind the store, and featuring moments that captured what makes The Papery special. Short-form video became the core of the strategy, giving the brand a face, a voice, and a feeling that viewers connected with instantly.

Reels Became the Engine

Every video was crafted to feel personal and platform-native. We showcased the charm of the shop, the stories behind the cards, and the seasonal moments that resonate with customers. Each Reel had a hook, a story, and a reason to engage.

Turning Attention Into Community

Growth for The Papery wasn’t just about numbers, it was about connection. We built engagement into the routine, responding to comments, sharing customer moments, and nurturing relationships that turned browsers into returning customers.

Results That Compound

In just two months, The Papery reached over 331,000 video views, saw a 1,296% increase in engagement, and grew their audience by 362% across Instagram and Facebook, all in a city of just 91,000 people. More importantly, they built an online community that feels as personal and genuine as walking through the shop doors.