FUNSET CAFE
FUNSET CAFE
Funset Café is a rooftop sanctuary for young adults in Vancouver. I transformed their digital presence from a quiet coffee shop into a vibrant "after-work healing space" that resonates with the urban youth lifestyle.
Client
FUNSET CAFÉ
Year
2025
Category
SOCIAL STRATEGY
ROLE
STRATEGIST & CREATOR
CONTEXT
CONTEXT
Despite having a unique rooftop atmosphere, the brand suffered from low digital awareness and inconsistent visuals. The core challenge was to translate the chill, in-store experience into a cohesive Instagram presence that could convert passive scrollers into actual visitors.
Despite having a unique rooftop atmosphere, the brand suffered from low digital awareness and inconsistent visuals. The core challenge was to translate the chill, in-store experience into a cohesive Instagram presence that could convert passive scrollers into actual visitors.
CONTEXT
Despite having a unique rooftop atmosphere, the brand suffered from low digital awareness and inconsistent visuals. The core challenge was to translate the chill, in-store experience into a cohesive Instagram presence that could convert passive scrollers into actual visitors.
STRATEGY
STRATEGY
I positioned the brand as a "Sunset Healing Space" using a 3-pillar funnel (TOFU-MOFU-BOFU). I shifted to warm, film-style visuals to evoke nostalgia and focused content on emotional connection, ensuring every post served a clear purpose in the customer journey.
I positioned the brand as a "Sunset Healing Space" using a 3-pillar funnel (TOFU-MOFU-BOFU). I shifted to warm, film-style visuals to evoke nostalgia and focused content on emotional connection, ensuring every post served a clear purpose in the customer journey.
STRATEGY
I positioned the brand as a "Sunset Healing Space" using a 3-pillar funnel (TOFU-MOFU-BOFU). I shifted to warm, film-style visuals to evoke nostalgia and focused content on emotional connection, ensuring every post served a clear purpose in the customer journey.
EXECUTION
EXECUTION
I developed a detailed content calendar featuring a mix of formats: short Reels (7-15s) for reach and carousel storytelling for depth. I also defined precise customer personas to ensure the "after-work" messaging directly addressed their desire to unwind and connect.
I developed a detailed content calendar featuring a mix of formats: short Reels (7-15s) for reach and carousel storytelling for depth. I also defined precise customer personas to ensure the "after-work" messaging directly addressed their desire to unwind and connect.
EXECUTION
I developed a detailed content calendar featuring a mix of formats: short Reels (7-15s) for reach and carousel storytelling for depth. I also defined precise customer personas to ensure the "after-work" messaging directly addressed their desire to unwind and connect.
RESULT
RESULT
The strategy drove immediate impact within 2 months. Engagement rate spiked from 3.5% to 8%, driven by storytelling content. Profile visits increased by 35%, generating consistent direct messages for group bookings and event inquiries, directly proving the ROI.
The strategy drove immediate impact within 2 months. Engagement rate spiked from 3.5% to 8%, driven by storytelling content. Profile visits increased by 35%, generating consistent direct messages for group bookings and event inquiries, directly proving the ROI.
RESULT
The strategy drove immediate impact within 2 months. Engagement rate spiked from 3.5% to 8%, driven by storytelling content. Profile visits increased by 35%, generating consistent direct messages for group bookings and event inquiries, directly proving the ROI.
FUNSET CAFE
FUNSET CAFE
