Boks & Baum
Digital & Social Marketing Strategy
A brief for a small, artisan-led jewellery brand whose craftsmanship and ethical sourcing were not showing up in a scattered digital presence, an inconsistent visual identity, thin SEO and no structured content system across Instagram, Pinterest and email.
Context
Boks & Baum makes handcrafted jewellery around an ethical, artisan-first story its digital presence was not carrying. Delivered with a five-person strategy team, on which I led the digital and content architecture, turning a fragmented social presence into a coherent, measurable system.
Approach
We set four SMART objectives, brand awareness, engagement, website conversion and organic traffic, each with a measurable target and a defined time frame, then built the channel plan backwards from them: Instagram and Pinterest for discovery and styling content, TikTok and YouTube Shorts for craftsmanship storytelling, email for retention, and SEO/SEA for intent-driven traffic.
Response
The deliverable included a six-month content calendar mapping daily content to platform and objective, a visual identity brief (logo, palette, typography, packaging and in-store consistency), and a KPI framework across social engagement, Pinterest-specific metrics, website usability and SEO, built to be reviewed and adjusted quarterly rather than treated as fixed.
Outcome
The project delivered a complete, presentation-ready digital strategy: objectives, a six-month editorial calendar, a paid and organic channel plan, a visual identity brief and a KPI framework for ongoing review, the same structure I now use, adapted, for freelance digital and social strategy engagements.
L'Artisan Parfumeur
Independent Brand & Digital Audit
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