The brief
A quick overview of the business: Bewiched Coffee is a reputable, ambitious, independent chain of coffee shops in Northampton and the wider Midlands area.
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.
So, after a competitive tender process, Bewiched Coffee partnered with Social with Ryan for a social media management package.
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
Our approach to social media management for Bewiched Coffee
With the company being 14 years old when they partnered with Social with Ryan started, 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’re 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
"Over the past 18 months, Ryan has completely elevated our social media game. His insight, creativity, and strategic approach has been game-changing — helping us rank just behind Starbucks and Costa on LinkedIn in the UK in 2024, and delivering a Facebook post that went viral with over 1 million impressions. Those are just two stand-out moments from a long list of successes he’s driven for us. Ryan’s talent speaks for itself."
Matt Fountain
Founder
Bewiched Coffee
On-site content creation
To fulfil the strategy, Ryan led a content day each month at a Bewiched store—developing the ideas and taking them through the complete process, from on-site capture through to editing, approvals and 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
View this post on Instagram
‘This or That’ with the mascots
View this post on Instagram
When you have freshly roasted coffee on your mind
View this post on Instagram
Freeday at Leamington Parade: See the photos
Market Harborough store opening: 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?
The approach was to give time and attention to every single person who engaged with the brand’s 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.
And then taking that 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 3.2 million impressions over 18 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 we did exactly that for Bewiched. To huge success.
As 2024 was a year of growth for Bewiched with multiple new store openings, we regularly reflected on the journey 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 240k organic engagements in 18 months across Facebook, Instagram and LinkedIn.
Growing a brand?
You need a social media partner who brings real strategy and real results.
Get in touch with the team at Social with Ryan.
