Driving Growth Through Video Strategy

When I joined Wally’s Wine & Spirits in late 2021, their Instagram lacked consistency and relied on static posts, reposted content, and occasional collaborations to drive engagement. The feed didn’t reflect the energy or elevated feel of the in-store experience. I set out to build a cohesive, video-first platform rooted in storytelling, ambiance, and food-driven visuals. I led creative direction, produced Reels, designed Stories, and developed a strategy aligned with key brand initiatives. This case study shows how I reshaped Wally’s Instagram to reflect the brand and deliver consistent, organic growth without relying on outside boosts.

BEFORE

Static-heavy grid with reposted content and inconsistent visual identity. Engagement was often driven by external collaborations.

After

Reels-first strategy showcasing food, wine, ambiance, and storytelling. Consistent, branded content driving organic growth and shareability.

Strategy & Creative Direction

I created a multi-phased approach that prioritized consistency, visual storytelling, and performance:

● Built a Reels-first strategy showcasing food, wine, ambiance, and behind-the-scenes content.

● Directed photo and video shoots to elevate the brand's visual tone.

● Created and implemented a seasonal content calendar tied to business initiatives.

● Wrote copy that reflected the brand’s elevated but approachable voice.

● Introduced motion, transitions, and music pacing to bring content to life.

● Focused on organic engagement drivers like shares and saves, not just likes.

Branded Story templates | Before and after visual upgrades | Original Reel spotlighting Wally’s retail offerings.

results & metrics

In the months following the strategy shift, Wally’s social content began performing more consistently and at higher levels without relying on brand collaborations or viral giveaways.

Results (Based on Original Brand Posts):
+174% increase in video views
+220% increase in shares
+21% increase in likes
Steady baseline engagement across all content types

Most importantly, Wally’s Instagram became a platform that reflected the brand’s in-store experience and supported campaigns and product launches with creative consistency.

Content Highlights

2021 Wally's Video Content

(Previous Approach)

2022 Wally's Video Content

(New Video Strategy)

2023

2024

2025

creative impact

This transformation wasn’t just about creating stronger content. It was about using social media as an extension of the brand. Through elevated visuals, thoughtful execution, and a Reels-first approach, I helped Wally’s grow organically while maintaining a refined and recognizable visual identity.

This work reflects my ability to lead content direction, drive performance, and build a social presence that supports both brand and business goals.

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