Social Media Strategy and Management for By Biehle

Valentina

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
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
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
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
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.
Coordinated cross-posting and maintained a cohesive voice between two luxury brands
The collaborated posts: Post 1, Post 2, and Post 3
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.