The Project

Bayleaf Cafe is a loved local institution, known for its warmth, pace and unmistakable personality. The project with The Social Sister Project centred on ensuring that the same energy, brand voice and sense of familiarity was reflected online.

While the cafe’s physical space and community presence were strong, the opportunity was to bring that real-life experience into the digital world, capturing the rhythm of daily service, the people behind the counter, and the moments that regulars recognise instantly. The goal was to create an online presence that felt as welcoming, lived-in and authentic as the cafe itself, strengthening brand recognition, connection and consistency across both in-store and digital touchpoints.

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The Goal

The Strategy

To ensure Bayleaf’s online presence reflected the warmth, pace and personality of the café itself.

The strategy centred on treating Bayleaf’s digital presence as an extension of the cafe experience.

This included:

  • Defining the tone, rhythm and personality of the brand online

  • Prioritising people, moments and atmosphere over overly polished content

  • Structuring content to mirror daily café life, busy mornings, regulars, staff and rituals

  • Focusing on consistency, familiarity and community connection rather than trends

The goal was for someone scrolling Bayleaf’s socials to feel like they were already there.

The Execution

Execution focused on capturing the real moments that define Bayleaf and translating them into consistent, engaging content.

This included:

  • Organic social media content centred around staff, regulars and daily cafe life

  • Short-form video and stills designed to reflect pace, warmth and personality

  • Community-focused storytelling that prioritised familiarity over perfection

Each piece of content was created to feel natural, lived-in and recognisable.

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The Outcome

Social & Content Performance Highlights

Over the 90-day period, Bayleaf’s digital presence shifted from sporadic engagement metrics to consistent brand visibility and recognition, aligning with how customers experience the cafe in real life.

While short-term reach and interaction metrics fluctuated, key indicators of brand interest and connection increased.

Community & Brand Indicators

  • Profile Visits:
    +12.2% increase, indicating stronger brand curiosity and recognition

  • Follower Growth:
    +5.4% increase, reflecting sustained interest from a local, repeat audience

  • Content Visibility:
    747K+ views across content, maintaining a strong ongoing presence in feeds

Rather than chasing short-term spikes, Bayleaf’s content now plays a long-term role in brand reinforcement, ensuring the café feels present, familiar and alive, both online and in real life.

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Services used

  • Defined a clear marketing framework to align content, channels and campaigns with commercial goals.

  • Built a versatile bank of photo and video assets designed for organic social, paid ads and website use.

  • Implemented intentional organic content to support brand storytelling, product discovery and audience growth.

Interested in creating content with purpose?

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