Ground-Up Launch Strategy & Storytelling

Client type: Husband-and-wife team opening a European-inspired café and design boutique
Industry: Hospitality + Retail

When we began working with Jilly’s, the cafe was still under construction. There was no product, no menu, and no official opening date. This created a unique challenge: how do you build buzz and community support before doors even open?

We developed a storytelling strategy that brought people into the journey. From March through June, every post focused on the why behind the brand—the inspiration, the setbacks, and the real process of building something meaningful from the ground up. This transparent and emotional storytelling generated incredible local excitement, resulting in 31K+ views and 700+ shares on the first post that really told their story.

When unexpected construction delays forced Jilly’s to postpone their opening, we crafted a two-part strategy to maintain momentum: one post announcing the delay and inviting followers to “stay tuned,” followed by a creative giveaway post to thank the community for their patience. Together, those two posts generated over 90K views and 350+ comments, turning a potential setback into one of their biggest social wins.

Since opening, Jilly’s has seen remarkable success. For the first month, they couldn’t keep enough product on the shelves—most items sold out by lunchtime. The cafe has become a destination spot, drawing guests from hours away to experience the atmosphere and beauty that were so effectively highlighted through their online storytelling. The community support has remained incredibly strong, with consistent engagement, glowing feedback, and ongoing excitement around new menu launches and events.