LA CAVA CAKERY

La Cava Cakery specializes in the most coveted of treats - cupcakes, cava and coffee. Its main concept is pairing cupcakes and cava for a multi-sensory experience. First opened in 2018, La Cava Cakery is a family owned business that prides itself in being “masters of celebration”. Translating their Irish hospitality into their brand cava, daily baked cupcakes and weekly roasted specialty coffee, the Mackin family dedicates themselves to sourcing and offering only the finest ingredients to its customers. Charming customers with its pink, floral decor and friendly ambience, La Cava Cakery quickly grew in popularity among dessert lovers and has remained in the spot light as the #2 restaurant for dessert on Tripadvisor for the past 3 years.

To build La Cava Cakery’s brand awareness and local following, I was brought onto the LCC and worked from July 2019 until January 2022 to establish LCC's social media presence, produce content, images and curate its brand digitally to make it one of the most "instagrammable" food spots in Barcelona. Apart from communicating its offerings and brand through images and content, I also took ownership of LCC's social media profiles, managed its community and planned its marketing strategy.

PHOTOGRAPHY & CONTENT CREATION

Interpreted the goals of LCC owners, planned and managed the processes, timeline and budgets of creative projects with LCC’s admin team and graphic designer
Created strategic visuals and content that would directly attract LCC’s target customer segment and communicate product offerings and brand pillars to build brand awareness and equity

DIGITAL MARKETING STRATEGY

Employed SEO in photography and keyword planning in written content on website and social media
Monthly social media reporting helped LCC define which targets it wanted to focus and invest in
Ran seasonal instagram campaigns and promotions that were improved and refined on a yearly basis

COMMUNITY MANAGEMENT

Fostered relationships that ensured influencers would become not only collaborators, but customers as well
Maximized reach to local audiences through collaborations
Helped to build trust and loyalty in LCC brand through prompt online engagement with social media users and followers

THE ASSIGNMENT

CHALLENGE

Brand image and product offerings weren't very clear on both website and social media platforms. The La Cava Cakery social media was especially unrealized.

SOLUTION

Create quality content to effectively and carefully communicate LCC as a trendy, magnetic place for celebration with its handcrafted products
Build a consistent tone and image (especially in Instagram's grid)
Follow current trends and holidays to make content as shareable to social media users as possible

INSTAGRAM PROFILE BEFORE & AFTER

TACTICS

PLACING THE LCC STORY AND ITS PROTAGONISTS AT THE FOREFRONT: LCC owners were known by many visitors to be extremely friendly. Many customers left wonderful reviews about their hospitality. I proposed including their story and images more on social media to heighten engagement and build brand reputation and loyalty.
INCREASING VIDEO CONTENT ON ALL SOCIAL MEDIA PLATFORMS: Video content was not created with purpose and strategy before, so when I hopped onboard I immediately began demonstrating the value video content holds to striking interest and engagement. I launched and grew La Cava Cakery's own Tiktok account. The number of views with each video has consistently grown.
ADHERING TO TRENDS: Launching a Tiktok account is not enough. I also followed and employed methods from current trends across platforms as a pull method to draw target customer segments in and communicate the brand’s relevance.

RESULTS

Since Diana's onboarding, 47% of walk-ins said they discovered LCC on instagram and fell in love with LCC's feed
Number of followers grew 46.51% under Diana's social media management
Profile visits from instagram campaigns reached as much as 90%, with reach as high as 30k people