The brief
A quick overview of the business: Bewiched Coffee is a reputable, ambitious, independent chain of coffee shops in the Midlands.
Starting out in Wellingborough in 2010, they had 16 stores at the start of 2024 with further growth plans.
The success of the business is impressive, but their social presence didn’t accurately reflect that success.
And that’s where I came in, after winning a competitive tender process.
The brief was to bring a well thought out strategic focus to Bewiched’s channels, and grow the brand and its engagement with customers across social media.
Success at a glance
The work
With the company being 14 years old when I started with them, they already had brand equity across the local communities where their stores are based.
If you are based in Northamptonshire, or in one of the surrounding counties, you are likely to know Bewiched Coffee.
But how does Bewiched Coffee come across on social media?
Answering that question was the first step, which needed research.
That meant getting into stores, getting a feel of the brand, understanding its personality, seeing its customers, the core products, and what makes them special.
And that allowed me to craft an informed strategy and accurate social media identity, which covered aims, target audience profiles, content plan, design, tone of voice and a community management plan.
Then it was time to roll it out, delivering my done-for-you social media management package, which covers:
- Strategy
- On-site content collection
- Image and video editing
- Day-to-day channel management
- Customer service inbox management
- Proactive and reactive outreach and engagement
- Monthly analysis
On-site content collection
To fulfil the strategy, I led a content day each month at a Bewiched store.
I came up content ideas and took them through the complete process, from capturing the content on-site, to editing, approvals, and onto publishing.
Included in those content days during 2024 was three new store openings, mascot appearances, an event in collaboration with suppliers Minor Figures, and UGC product shoots.
Here’s a handful of favourites:
Leamington Parade store opening: Click here to see the Reel
This or That with the mascots: Click here to see the Reel
When you have freshly roasted coffee on your mind: Click here to see the Reel
Freeday at Leamington Parade: Click here to see the photos
Market Harborough store opening: Click here to see the photos
↳ The result: The creation of thousands of on-brand pictures and videos all filed and ready to use across the business’ social channels.
Community management
As soon as you step into a Bewiched store, you get a big hello from the staff. It’s the culture within the business and its stores.
So how do we reflect that in-store vibe on social media?
For me, it was about giving time and attention to every single person who engaged with our social accounts – whether that be a comment on a post, a direct message, or a tagged story.
It was about answering queries, solving problems, asking questions, resharing content, and, more generally, putting the social into social media.
Then taking the knowledge and insight gained from those conversations with customers to inform future strategy and fuel future content.
↳ The result: The proactive and reactive community management drove further engagement and impressions on posts, and we recorded 1.12 million impressions over the first eight months across Facebook, Instagram and LinkedIn.
Repeat core messaging
There’s a common misconception on social media that you shouldn’t repeat yourself.
But in fact, you absolutely should, and I did exactly that for Bewiched. To huge success.
2024 was a year of growth for the business with new store openings, and we repeatedly reflected on the journey so far through social media.
Take a look at these posts…
Collectively, these posts hit 81k impressions and 8k engagements. All organic, by the way.
And they transferred seamlessly to LinkedIn, where business growth stories always go down well…
The lesson here: Keep repeating those key messages, changing the angle slightly and refreshing the visuals.
↳ The result: The numbers on those posts speak for themselves but, in all, we hit 89k organic engagements in the first eight months across Facebook, Instagram and LinkedIn.
