Overview
Flor de Maria is a CBD-infused Chocolate company with a beautiful, premium aesthetic and a charismatic, knowledgable founder. It’s carried in premium retail spots in New York and L.A. and available across the U.S. via D2C.
The brand’s products were sourced from fine Ecuadorian and Salvadorian cacao and used a proprietary method to pair the chocolate with cannabinoids and terpenes.
FdM was only on IG at the time and was looking to create a more robust presence on the channel to create brand awareness and drive press attention without a PR campaign. The account was up and running when we took it over but had been dormant for a time...
What Limone Did
- Established an overall content direction that expanded on the brand’s ornate, semi-religious aesthetic and emphasized the founder, his deep love and knowledge of chocolate, ingredient origins, the brand’s quirky sense of humor and lengthier, engagement-oriented captions to educate about the chocolate and its origins.
- Created an interactive strategy document establishing content pillars, recurring post formats and tentpole formats, as well as a monthly cadence calendar incorporating these formats. Certain formats specifically targeted engagement and influencer outreach.
- Expanded our CMS for FdM to include a customizable tagging and performance tracking system, allowing FdM to evaluate content analytics based on the pillars and formats we created for the brand.
Results
- 18% engagement across the board over the three-month strategy execution period (about 6x average for the space)
- 141% organic reach growth
- 3x website clicks
- Several formats that achieved 100%+ reach rate by virtue of virality
- Positive ID of multiple above-average strategic content pillars the brand would continue to cultivate on social and begin developing for other channels
- A replicable, templatized social strategy that can continue to be executed in-house or by future contractors or staff
- Landed press in Gossamer and Forbes