Positioning Ryza as a bridge to an underserved market

RyzaGrow, a start-up offering at-home mushroom growth kits, aimed to establish its brand in the niche mycology hobbyist community while also attracting newcomers. As the Social Media Manager, I led the content strategy, paid social campaigns, and analytics tracking, which ultimately drove substantial growth in brand awareness and sales.

Breaking into a tight-knit community of mycology hobbyists.

Introducing the hobby to a broader audience unfamiliar with mushroom cultivation.

Driving sales while maintaining an educational and engaging social presence.

I managed RyzaGrow’s Instagram and Facebook, crafting an educational and beginner-friendly brand voice. The content strategy focused on:

AI-generated backgrounds to showcase the product in engaging environments.

Time-lapse videos demonstrating the growth process.

Customer testimonials incorporated into organic posts and paid ads.

Using Facebook and Instagram Ad Suite, I ran targeted ad campaigns with:

Lookalike audiences to find potential customers similar to existing buyers.

Retargeting ads to re-engage visitors who had previously interacted with our content.

Ad Performance:

ROAS (Return on Ad Spend): 3.45x

Cost per acquisition: $13 per customer

Average engagement: 40-50 likes per post, with top-performing content featuring real product photos and time-lapse videos.

Community outreach: I engaged on Reddit forums, where mycology enthusiasts frequently shared recommendations. This grassroots strategy helped build trust and brand credibility.

2,000+ new Instagram followers within a year.

Company scaled to max production capacity due to social-driven sales.

High customer retention, with first-time buyers becoming repeat customers.

AI tools enhanced content creation and ad performance, proving their value in marketing workflows.

Niche audiences don’t always respond to mainstream trends—a tailored approach was more effective.

Social media wasn’t just a visibility tool but a primary sales driver, demonstrating the power of direct-to-consumer engagement.