The Project

Byron Bay Chocolate Co came to The Social Sister Project at a point of growth with a strong product offering and clear potential, but without a defined marketing direction to support it.

While the brand had beautiful chocolate and a loyal customer base, they were missing both strategic clarity and a robust content library to consistently show up online, support campaigns, and drive sales across key gifting moments.

They didn’t just need content, they needed a clear framework for what to create, why it mattered, and how it all worked together.

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The Goal

To establish brand and marketing direction while building a strong, versatile content library to support gifting, campaigns and long-term growth.

The focus was on creating both clarity and consistency, ensuring content had purpose, structure and longevity.

The Strategy

Our strategy focused on:

  • Clarifying brand positioning and core messaging

  • Defining key content pillars aligned to sales, gifting and brand storytelling

  • Establishing when and how the brand should lean into gifting, seasonality and everyday indulgence

  • Creating a content system that could support organic social, paid ads and website use

  • Building a repeatable framework for future campaigns

This approach ensured that content wouldn’t just exist, but would actively support business goals.

The Execution

Once the strategic direction was defined, execution focused on building a connected marketing ecosystem designed to support one clear outcome, driving sales through the e-commerce website.

This included:

  • Strategic content creation to build a strong, versatile content library

  • Organic social media designed to support brand storytelling and product discovery

  • Meta ad creatives developed specifically to drive traffic and conversions

  • Website content updates to improve clarity, flow and conversion support

Each channel played a defined role, ensuring content, ads and website experience worked together.

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The Outcome

With clear direction in place and a connected marketing ecosystem across content, organic social, Meta ads and the website, Byron Bay Chocolate Co was positioned to drive measurable e-commerce results.

Performance Highlight

  • Website Traffic:
    +290% increase in website visits over 90 days

  • E-commerce Sales:
    +242% increase in online purchases/revenue during campaign periods

  • Organic Social Growth:
    +734% growth in followers
    +3.8k% increase in engagement across key content formats

  • Content Performance:
    High-performing creative assets repurposed across organic, paid and website use.

A connected approach across content, organic social, Meta ads and website updates resulted in increased visibility, traffic and e-commerce performance. With clear direction and measurable results, content now plays an active role in driving sales and supporting growth.

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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.

  • Developed and executed paid ad creatives designed to drive traffic and e-commerce conversions.

  • Updated website content and structure to improve clarity, flow and conversion support.

Interested in creating content with purpose?

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