Social Media Content Marketing - Therapy Clothing & Co
Overview
Therapy Clothing & Co is a boutique in Maple Ridge, BC, founded in 2020 by three local entrepreneurs to fill a gap in quality clothing retail. Offering womenswear, accessories, home décor, and beauty products, the brand is known for its personalized service and diverse product range. For my capstone project, I partnered with the company to address challenges of low product sales, limited reach, and growth constraints, developing a digital marketing strategy aimed at boosting sales, awareness, and brand perception.
To kick off the campaign’s Instagram strategy, I developed monthly content calendars to plan and schedule consistent, on-brand posts. These calendars balanced product features, styling tips, blog promotions, and interactive elements like polls, quizzes, and giveaways. Instagram acted as a primary driver of traffic to the website, with CTAs guiding followers to shop products, read blog posts, or join the email list.
To the right are examples of Instagram posts and Stories created to boost engagement, increase link taps, and grow brand awareness. Click on any image to view the full content
Results
Instagram:
Views: ↑ 99% (63.3K → 126K)
Interactions: ↑ 149.4% (354 → 883)
Reach: ↑ 115.6% (5,184 → 11,180)
Followers: ↑ 1.02% (4,100 → 4,142)
Profile Activity: 985 total, with 322 link taps
Facebook:
Followers: ↑ 4% (1,800 → 1,872)
Engagement: ↑ 111.7% (71 → 127)
Views: ↑ 4% (17,677 → 18,379)
Blog Content:
Sessions: ↑ 107.3% (82 → 170)
Content Campaign Highlights
Effective, relevant CTAs drove link taps and increased website traffic.
Paid posts for giveaways and promotions expanded reach, boosted engagement, and attracted new followers.
Interactive Instagram Stories encouraged consistent daily engagement.
Key Strategies Implemented
1. Content Creation & Social Media Strategy:
Developed and executed monthly content calendars for Instagram and Facebook, posting 5+ times per week with a mix of product features, styling tips, and seasonal promotions.
Designed engaging visuals and short-form videos (Reels) to showcase new arrivals, store events, and styling ideas.
2. Blog Content for SEO & Engagement:
Published one-two blog posts per month on fashion trends, styling tips, and seasonal must-haves to increase organic search traffic and position Therapy Clothing & Co as a style resource.
Optimized all blog posts for SEO using Semrush and Google Keyword Planner research to integrate high-value keywords.
3. Interactive & User-Generated Content Campaigns:
Launched interactive Instagram Stories with polls, quizzes, and “This or That” styling choices to drive engagement.
Ran a user-generated content contest encouraging customers to share outfit photos for a chance to win store credit, increasing brand visibility.
4. Social Media Growth & Engagement Tactics:
Implemented strong CTAs in captions and Stories to drive traffic to the website, blog, and email sign-ups.
Used paid Instagram posts for special promotions (e.g., Valentine’s Day giveaway) to extend reach beyond existing followers.
5. Content Optimization:
Updated past blog posts with fresh keywords, new product links, and optimized meta descriptions to maintain search rankings and relevance.
Created cohesive branding across all platforms to strengthen brand recognition and trust.
Regularly tracked and measured performance using Instagram Analytics, Meta Business Suite, and Google Analytics to make informed content decisions and identify opportunities for improvement.
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Social Media Content Marketing - Therapy Clothing & Co
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