Wyngaarden Bakery Social Campaign(Simulated)

A content-driven Instagram & TikTok strategy designed to increase local engagement and foot traffic.

Project Overview

This project expands the digital presence of Wyngaarden Pastries & Artisan Bread by targeting a younger demographic beyond its existing local customer base. While the bakery currently serves a primarily older, walk-in audience, this campaign introduces a social media–driven strategy and delivery-focused messaging to increase accessibility and reach. By leveraging Instagram and TikTok content, the campaign aims to attract students and young professionals while supporting business growth through broader geographic exposure.

Target Audience

Primary Audience — Young Urban Consumers (18–30)

  • Students and young professionals in Ottawa

  • Active on Instagram and TikTok

  • Value aesthetic, shareable food experiences

  • Prefer convenience (delivery, quick pickup)

  • Interested in supporting local, artisanal brands

Secondary Audience — Existing Local Customers (40+)

  • Loyal, community-based clientele

  • Prefer in-store visits and familiar products

  • Value quality, consistency, and trust

Key Insight

While Wyngaarden Pastries has a strong foundation with its existing local customer base, there is an opportunity to expand into a younger market by increasing digital visibility and offering delivery options. This campaign focuses on bridging that gap by aligning content style, platform choice, and accessibility with the habits of younger consumers.

Strategy & Platform

This campaign focuses on expanding Wyngaarden Pastries’ reach by aligning content with the habits and preferences of a younger, digitally active audience. By combining visually engaging content with convenience-driven messaging, the strategy aims to increase brand awareness, encourage trial, and promote delivery as an accessible option beyond the bakery’s immediate location.

Content Direction

  • Highlight product quality through close-up, sensory-focused visuals

  • Create a warm, inviting brand tone that reflects the bakery’s artisanal identity

  • Emphasize convenience by integrating delivery messaging into content

  • Balance aesthetic presentation with authentic, behind-the-scenes moments

Instagram

  • Used to showcase polished visuals and maintain a cohesive brand identity

  • Focus on product photography, lifestyle imagery, and promotional posts

  • Supports discoverability through hashtags and local engagement

TikTok

  • Used to reach younger audiences through short-form, high-engagement content

  • Focus on behind-the-scenes processes, quick product highlights, and trend-based videos

  • Leverages algorithm-driven exposure to expand reach beyond local followers

Social Media Content

Signature Product Highlight

Lifestyle / Brand Experience

Promotion / Offer

Strategy & Platform

This campaign focuses on expanding Wyngaarden Pastries’ reach by aligning content with the habits and preferences of a younger, digitally active audience. By combining visually engaging content with convenience-driven messaging, the strategy aims to increase brand awareness, encourage trial, and promote delivery as an accessible option beyond the bakery’s immediate location.

Content Direction

  • Highlight product quality through close-up, sensory-focused visuals

  • Create a warm, inviting brand tone that reflects the bakery’s artisanal identity

  • Emphasize convenience by integrating delivery messaging into content

  • Balance aesthetic presentation with authentic, behind-the-scenes moments

Instagram

  • Used to showcase polished visuals and maintain a cohesive brand identity

  • Focus on product photography, lifestyle imagery, and promotional posts

  • Supports discoverability through hashtags and local engagement

TikTok

  • Used to reach younger audiences through short-form, high-engagement content

  • Focus on behind-the-scenes processes, quick product highlights, and trend-based videos

  • Leverages algorithm-driven exposure to expand reach beyond local followers

Content Calendar

Schedule Overview

This content calendar is designed to maintain consistent engagement while balancing visual quality and posting frequency. The schedule prioritizes peak engagement days and alternates between promotional, lifestyle, and video content to keep the feed dynamic and engaging.

  • Frequency: 1 post per day (alternating platforms)

  • Instagram: 3–4 posts per week (visual consistency & branding)

  • TikTok: 3 posts per week (reach & engagement growth)

  • Content Mix:

    • Product-focused → builds appetite & interest

    • Lifestyle → builds emotional connection

    • Video → increases reach and discoverability

    • Promotion → drives conversion

1-Week Sample Schedule

Day Platform Content Type Description

Monday Instagram Product Post Signature croissant close-up with caption

Tuesday TikTok Process Video Behind-the-scenes pastry preparation

Wednesday Instagram Lifestyle Post Coffee + pastry cozy setting

Thursday TikTok Best Seller Video Top 3 pastries quick showcase

Friday Instagram Promotion Post Weekend discount (online orders)

Saturday TikTok Delivery Video Order-to-delivery process

Sunday Instagram Delivery Post Reminder of delivery availability

Strategy Outcomes

Campaign Goals

  • Increase brand awareness among younger audiences (18–30)

  • Expand reach beyond the bakery’s immediate location

  • Promote delivery as a convenient alternative to in-store visits

  • Encourage first-time trials through engaging and accessible content

Key Performance Indicators (KPIs)

  • Engagement Rate (likes, comments, shares)
    → Measures how well content resonates with the target audience

  • Reach & Impressions
    → Tracks how effectively the campaign expands visibility beyond existing customers

  • Follower Growth
    → Indicates success in attracting a younger demographic

  • Video Views (TikTok/Reels)
    → Evaluates performance of short-form content in driving discovery

  • Website Clicks / Order Conversions
    → Measures how well content translates into actual customer action

Expected Outcomes

  • Increased engagement driven by visually appealing and relatable content

  • Growth in social media following, particularly among younger users

  • Improved brand visibility through TikTok’s algorithm-driven reach

  • Higher conversion potential through consistent delivery-focused messaging