Joy
Driving Brand Awareness for Wedding Startup
The Project
Sparking Joy for the Modern Couple
We designed Joy's social platforms to be the go-to source for wedding ideas, tips, and inspiration. By partnering with micro-influencers and organizing + executing multiple content shoots, we built an asset bank of evergreen content to use for owned, earned, and paid media. While we published a high volume of content (4+ posts per day on Instagram alone!), everything posted was thoughtfully planned to showcase a variety of wedding, budgets, styles, and couples, staying true to the brand's mission to celebrate love in all its forms.
- Drive brand awareness in a highly competitive space
- Create a polished and compelling social presence to appeal to Joy couples, as well as potential brand partners and investors
- Stay relevant and offer value after COVID-19 put a pause on the wedding industry
- Aggressively grow engaged an community across platforms
- Stand out from competitors whose audiences were 4,000%+ larger than Joy’s
- Demonstrate brand awareness growth through an increase in mention metrics, such as brand hashtag usage and tags by vendors
We created and implemented a thoughtful, intentional social strategy and began monthly management of the brand’s consumer-facing social accounts. We launched campaigns with influencers and partnering brands while putting spend behind organic posts that were already converting to quickly drive growth.
The Partnership
As a product-driven emerging brand in the wedding space, Joy is on a mission to help engaged couples experience wedding planning the way it should be — intuitive, thoughtful, and personal. While the brand's product, tools, and blog provided value to its couples, Joy's social channels felt like an afterthought.
We came on when Joy had just 2,000 followers. We created a strategy that would grow with the brand, adjusting it often as we tested new content, growth techniques, media, and narratives.
In the first year with Joy, we:
- Maintained a monthly Instagram engagement rate 4x that of Joy’s top-performing competitor
- Grew Pinterest audience from 300 to 1.2M+ monthly viewers
- Produced product photos shared by top industry media outlets, partners and blogs
- Pivoted our content strategy to stay relevant during the pandemic, maintaining a steady 20% Month-Over-Month growth while competitors were in the negative
- 50,000+ more engagements than the brand's primary competitor
- 30%+ increase in socially-sourced signups in the brand's first 6 months with Spark
Spark Social has been nothing short of a spectacular partner in the years we've worked with them. Kait and her team are incredibly hard working, strategic, and thoughtful in their approach, always asking the right questions and bringing creative ideas to the table.
From follower growth and community engagement strategies, to content creation, influencer partnerships, and paid media, they have been vital in establishing and guiding our brand's social presence. Spark is keenly tapped into cultural and social climates, making them not only an excellent promoter of brands but protector of brand reputation. Consider yourself lucky if you have the opportunity to work with this team!
Katie Brownstein, Director of Marketing and Communications
Joy
Joy
