In this project, I was responsible for end-to-end design and implementation of Macadamia Café’s digital presence strategy. The collaboration started from zero (page launch) and included content identity design, campaign structure, content production, and organic page growth. The main goal was to create a sustainable digital presence and attract a targeted audience for a local café in a competitive market.
Over the 5 months, the content strategy was designed based on audience insights, user behavior, and the brand’s business objectives. All processes—from ideation and scriptwriting to content production management, posting planning, and performance optimization for posts and Reels—were handled in an integrated way. In addition, seasonal and sales campaigns were designed and executed to increase engagement and brand awareness.
