Bloom & Barrel — Social-Led DTC Launch

Bloom & Barrel sells sustainable kitchen and tableware online. We built an end-to-end social media marketing (SSM) program: audience and competitor research, content pillars, production cadence, paid social structure (Meta Advantage+ and TikTok prospecting plus retargeting), UTM and event tracking, and weekly optimization rituals tied to their Shopify storefront and key landing pages.

The brand had beautiful product photography but inconsistent posting, no clear hook in paid creative, and siloed reporting between ads managers and the site. Organic reach was flat, prospecting CPAs were high, and the team could not tell which messages actually drove purchases vs. clicks.

Treat social as a measurable growth channel—not only a brand billboard. Creative, copy, and landing pages should tell one story per campaign; budgets should shift toward winners weekly; and leadership should see a simple narrative: what we tested, what worked, and what we are scaling next.

We aligned social creative with the same hierarchy used on product pages: primary benefit first, material proof second, price and CTA last. Carousels and short-form scripts were designed for sound-off scanning first. We user-tested three hook variants with the client’s audience panel before scaling spend.

Shopify storefront with theme sections tuned for campaign traffic. Meta Pixel and Conversions API, TikTok Pixel, and GA4 with consistent event naming. UTM conventions per channel and campaign. Looker Studio (or equivalent) pulling from ad platforms and Shopify for a single weekly view. Creative assets delivered in platform-native ratios with a DAM-style folder structure the client could reuse.

Bloom & Barrel now runs social as a core acquisition lever: predictable content rhythm, paid campaigns tied to inventory and margin, and reporting the leadership team trusts. They continue to iterate creative in-house using the playbook we established.