Overview
For "Pane From Heaven," a cafe in Kitsilano, Vancouver, I was in charge of producing Instagram Reels and writing blog posts to increase brand awareness and attract customers. By linking visuals and text, I built a multi-faceted brand image rooted in the local community.
Instagram
Objective
Aiming to deepen the brand's commitment and story, expanding awareness among tourists and locals visiting the Kitsilano area.
Target
・Local residents looking for high-quality bakeries and cafes in Kitsilano
・Travelers looking for Instagrammable spots or local information
・People looking for a workspace in a cafe setting
・Health-conscious individuals
・Travelers looking for Instagrammable spots or local information
・People looking for a workspace in a cafe setting
・Health-conscious individuals
Content Strategy
Concept
Focused on visualizing the "dual nature" of the shop—the warmth of 25 years of local roots and the healthy yet authentic taste—through digital content.
1. SNS Marketing (10 Short Videos)
Produced videos designed to keep viewers engaged by focusing on three key roles: Information, Education, and Entertainment.
・Information: Highlighted the location (a 10-minute walk from Kitsilano Beach) and the remote-work-friendly environment (Wi-Fi/Power outlets) through voiceovers and captions.
・Education & Behind-the-Scenes: Showcased the traditional techniques of a 25-year-old bakery, such as the texture of their scones and the flavor of their lasagna, visually explaining the "why" behind their quality.
・Entertainment: Incorporated latest trends to grab attention and increase engagement.
2. Content Marketing (Blog Writing)
Used storytelling to convert viewers into loyal fans through long-form content.
・Verbalizing the Owner's Passion: Summarized the story of the owners, who have evolved their menu since the beginning to meet the health-conscious needs of the community.
・Providing the "Experience": Described the unique atmosphere of the shop, like the free biscotti served with lattes and local artist displays, to convey the vibe that can only be felt in person.
Focused on visualizing the "dual nature" of the shop—the warmth of 25 years of local roots and the healthy yet authentic taste—through digital content.
1. SNS Marketing (10 Short Videos)
Produced videos designed to keep viewers engaged by focusing on three key roles: Information, Education, and Entertainment.
・Information: Highlighted the location (a 10-minute walk from Kitsilano Beach) and the remote-work-friendly environment (Wi-Fi/Power outlets) through voiceovers and captions.
・Education & Behind-the-Scenes: Showcased the traditional techniques of a 25-year-old bakery, such as the texture of their scones and the flavor of their lasagna, visually explaining the "why" behind their quality.
・Entertainment: Incorporated latest trends to grab attention and increase engagement.
2. Content Marketing (Blog Writing)
Used storytelling to convert viewers into loyal fans through long-form content.
・Verbalizing the Owner's Passion: Summarized the story of the owners, who have evolved their menu since the beginning to meet the health-conscious needs of the community.
・Providing the "Experience": Described the unique atmosphere of the shop, like the free biscotti served with lattes and local artist displays, to convey the vibe that can only be felt in person.