Singing Thunder Jewellery - Social Media Brand Awareness Campaign

Problem

Although Singing Thunder Jewellery has built strong in-person brand presence and customer relationships at artisan markets and cultural events, its social media lacked a steady content strategy to capture attention, build emotional connections, and turn online audiences into customers. The brand’s digital content primarily focused on product display, while deeper storytelling remained under-communicated online. This limited audience engagement, online discoverability, and acquisition opportunities.

Objective

The goal was to grow brand awareness and attract new customers, especially wellness-focused consumers and creative professionals, by sharing engaging, educational, and community-based content on Instagram, TikTok, and Facebook.

The campaign aimed to:

1. Increase visibility among new audiences

2. Improve engagement and social sharing

3. Strengthen perceived product value

4. Drive profile visits and website traffic

5. Support first-time customer acquisition through trust-building content

Target Audience

Value-Driven Creative Professionals: Adults aged 28-45 who value authenticity, creativity, cultural appreciation, and handcrafted products. They are highly engaged with fashion, art, design, and independent brands. 

Wellness & Spiritually-Oriented Consumers: Consumers interested in mindfulness, healing energy, intentional living, and meaningful self-expression through products connected to wellness and spirituality.

My Role

Social Media Strategy: Generate idea and content strategy for Instagram, TikTok, and Facebook. Create content based on storytelling, aligned with the brand's positioning and personality, while planning engagement tactics and awareness campaigns.

Campaign Development: Created short-form video campaign concepts, developed educational and interactive content ideas, and structured posting flow and content calendar direction.

Creative Direction: Designed visual directions for storytelling-focused content, created concepts for UGC-style posts, interactive stories, and educational campaigns, and developed the brand mood board and aesthetic strategy.

Strategic Approach

The campaign used emotional and educational content to reach more people, encourage interaction, and build trust with new audiences. The strategy emphasized: storytelling, education, cultural depth, visual intimacy, audience participation. This approach helped reduce purchase hesitation while increasing emotional connection and perceived authenticity

Content Series

Refer to the list of ideas and detailed content plans for each episode here.

(1) “Stone Stories: What Your Jewellery Knows”: A leisurely, intimate, educational video series introducing new health enthusiasts to the materials' spiritual importance, cultural roots, and healing energy. In each episode, a focused material, such as a stone, a metal, or a colour, is illuminated in Afro-Indigenous traditions, the story of its origins, and how it might enhance contemporary mindfulness practices.

• Target: Wellness Seekers

• Primary Platform: Instagram, Cross-post TikTok and Facebook

• Episode Plan: 6 core episodes with 1 is a seasonal episode per series

• Posting schedule: 1 episode every 2 weeks

• One series runs on one single platform at a time (no overlap per platform)

Acquisition Impact (Goal): Attract new customers through educational and culturally driven content that encourages saves, shares, and engagement. The storytelling approach builds trust, emotional connection, and curiosity, driving profile visits and website traffic from wellness-focused audiences interested in mindfulness and gemstone meanings.

(2) "Made With Meaning: The Ethics of Beautiful Things": A bold, purposeful video series for creative professionals interested in the origin, craftsmanship, and the story behind the jewellery pieces that make them. Each episode discovers an aspect of the Singing Thunder process, from sourcing metals to designing culturally inspired motifs, and relates it to more general discussions about responsible and ethical consumption, cultural sensitivity, and the influence of deliberate buying.

• Target: Value-Driven Creatives.

• Primary Platform: TikTok Cross-post IG and Facebook

• Episode Plan: 6 core episodes with 1 is a seasonal episode per series

• Posting schedule: 1 episode every 2 weeks

• One series runs on one single platform at a time (no overlap per platform)

• Total duration: 4 months

Acquisition Impact (Goal): Strengthening perceived product value, reducing skepticism around pricing. By highlighting the authenticity and handmade quality behind each piece, it built transparency and trust with potential customers, setting the brand clearly apart from fast-fashion jewellery competitors.

Interactive Content Campaigns

Created interactive Instagram stories featuring polls on gemstones, jewellery styles, colours, symbolic meanings, product highlights, and benefits, while encouraging conversations through engaging topics, direct website links, and compelling CTAs.

Acquisition Impact (Goal): Increased engagement, audience participation, profile visits, website visits and repeat interactions while helping build emotional connection and gathering audience insights for future content.

UGC & Community-Based Content

Community-focused content encouraging customers to share personal stories (#Wearyourstory) and how they style their jewellery.

Acquisition Impact (Goal): Built authenticity, social proof, and trust while reducing purchase hesitation and helping new audiences connect with the brand through relatable customer experiences.

Content Calendar Sample