Social Media Strategy and Management for By Biehle
Valentina Granci
By Biehle was respected offline and in industry circles, but social media lacked clear goals, structure, and a way to learn from performance.
Starting Point:
Strategy call with Patrick (Founder) to understand products, USP, and current social workflow.
Existing assets: Notion-based IG SOP, black-and-white grid aesthetic, stock-product-heavy content.
Goals: Awareness and engagement, with low focus on meaningful follower growth or learning from data.
My Role:
Operate like an in-house partner, not a one-off freelancer.
Lead day-to-day content, content systems, and performance reporting.
Use social to support a niche, high-end product aimed at wedding planners and brides.
After the Strategy Call, here's what I did:
Analysed what was working (post types, topics, aesthetics) vs. what felt repetitive.
Mapped competitors and adjacent luxury/wedding brands for benchmarks.
Suggested new content pillars and a clearer role for B&W vs colour posts.
Quick wins: bio tweaks, refreshed Highlights, more intentional “About” positioning
Built a Google Sheets editorial calendar: posts, cadence, status, approvals.
Later migrated to Google Slides for visual planning (feed + Stories together).
The system became the backbone for planning, approvals, and long-term mapping.
Snippet of the Audit Document and the Editorial Calendar
Content Creation & B&W Storytelling
Feed & Stories:
Planned monthly content for:
Colour posts: product shots, launches, educational content
Black-and-white posts: brand aesthetic, inspiration, and storytelling.
Stories covering:
Silk, printing, and the invitation process education
Service-led Stories explaining how By Biehle works with planners and couples
Evolving Black & White Posts:
Original B&W posts = mostly standalone celebrity quotes.
Repositioned series to be more story-led:
Tied quotes to specific By Biehle values or perspectives.
Used them to communicate ethos, not just aesthetic.
Gave the B&W series a clear strategic role instead of just “filling the grid”
Example of the B&W post with caption that connects By Biehle to the moment + the post metric performance
Stepped in as Creator
From Strategy Only to Creator-Style Content
Mid-2024: hit a content ceiling – no dedicated creator, limited shoot assets, repeated stock imagery.
From August 2024:
I volunteered to create lifestyle-style content with the scarves in everyday settings
Shot simple scenes (at home, cafe, packaging moments, etc.)
Edited in CapCut and Canva, building on templates to stay on-brand
Result:
Feed felt more dynamic and human.
Posts felt fresher and more relatable to brides and planners.
Helped lift overall engagement and save-worthy content.
Some Content pieces I created for Feed and Stories
Reporting & Continuous Optimisation
Introduced monthly performance reports early on:
Initially, more data-heavy (what was posted, reach, saves, etc.)
Evolved into strategy reports:
Overview of what happened
Standout wins (high saves, shares, profile visits)
Underperformers with hypotheses on “why”
Next steps: what to test, drop, or double down on
Comparing reports from Aug 2024 vs Aug 2025 shows a shift from “recap” to a real decision-making tool for where to focus effort.
The evolution of the reports from just data to more detailed storytelling
Assisted in Collaborations
Campaign Collaborations:
VOW for Girls – “For Every Girl With Love”
Coordinated with VOW team on messaging & timeline.
Scripted announcement Reel (10% donation over campaign weekend)
Planned supporting posts and Stories for clarity & consistency.
Ceci New York Collaboration – Twillies & Scarves Launch
Aligned with Ceci's marketing team on post count, angles, and Story coverage.
Produced a mini post-launch report with performance highlights
Pinterest & Cross-Channel Consistency
Pinterest Revamp:
Updated the page cover for brand cohesion.
Cleaned up boards: removed irrelevant ones, reorganised pins.
Rewrote titles and descriptions with keywords + brand language.
Repurposed colour IG posts into Pinterest pin designs (Pin title + description instead of captions).
Why It Mattered:
Turned Pinterest from a passive gallery into a strategic discovery channel.
Built a more consistent brand presence for brides and planners across platforms
My role evolved from “managing posts” into leading social systems, content direction, and cross-team collaboration for a niche, high-end brand.
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Posted Dec 4, 2025
Led social media strategy, management, and even content creation for By Biehle, enhancing engagement and brand presence.
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