Social Media: Burnt Sugar

Burnt Sugar is a medium-sized bakery and a beloved revival of the classic Shoppersville Bakeshoppe, known for nostalgic cakes with a loyal, cult-like following. Despite steady demand, the brand faced challenges maintaining consistent social media activity due to limited internal resources.

I worked with Burnt Sugar for a one-month engagement from September 7 to October 7, with the goal of restoring consistency and relevance on social media within the limits of a small team and existing resources. The focus was on Instagram, with content cross-posted to Facebook, using available photo assets. Strategy centered on understanding what resonated most with customers and publishing timely, relevant content that supported the bakery’s ongoing sales.

Scope of Work
• Developed a short-term content strategy using existing brand assets
• Planned and published consistent Instagram content, with cross-posting to Facebook
• Researched content themes, trends, and customer interests relevant to the brand
• Aligned posts with timely moments and current events to increase relevance

Impact
While an increase in engagement was expected following a period of inactivity, the more significant result was the impact on sales. During the engagement, Burnt Sugar saw a 37% increase in average daily sales in September, followed by a 49% increase in October.