Gil Family Estates Paid & Organic Social Media Management
Nicole Dickerson
Gil Family Estates
Organic & Paid Social Media Strategy for Brand Awareness & Audience Growth
Led integrated organic and paid social media strategy for Gil Family Estates, combining educational storytelling with targeted Meta advertising to build brand awareness and grow an engaged audience. Managed both Instagram content creation and paid campaigns to drive follower growth and profile traffic while optimizing for cost-efficiency and community retention.
What I Did:
Developed content strategy focused on wine education and brand storytelling to foster community engagement
Led ongoing Instagram content planning, creation, and posting with emphasis on educational narratives
Developed and executed paid Meta ad campaigns to drive profile traffic and follower growth
Ran systematic A/B testing on visuals, copy, and targeting to optimize campaign performance
Managed organic-to-paid synergies to maximize reach and engagement efficiency
Monitored community engagement and refined strategy based on performance data
Campaign Highlights:
Integrated organic and paid strategy that drove measurable follower growth at efficient cost-per-acquisition
Strategic creative testing to identify top-performing ad variations
Strong community retention demonstrating effective audience building beyond paid reach
Case Study: Gil Family Estates Paid Social Campaigns
Challenge:
Build brand awareness and grow an engaged audience for a small Instagram account (<1K followers) with limited organic reach.
Solution:
Managed integrated organic and paid social strategy combining educational storytelling with targeted Meta advertising
Developed content focused on wine education and brand storytelling to foster community engagement
Launched paid campaigns to drive profile visits and follower growth, with ongoing A/B testing to optimize creative and targeting
Results:
Audience Growth:
Follower Growth: +8.5% in 5 weeks (685 → 743 followers) at $6.14 cost per follower
Profile Traffic: 1,128 visits at $0.32 cost per visit
Campaign Efficiency: Top-performing ad drove 47% of total profile visits
Organic + Paid Synergy:
Ads delivered 83.5% of content reach while 78.9% of engagement came from existing followers—demonstrating effective audience building and strong community retention
Built sustainable engagement through strategic content and community management alongside paid reach
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Posted Oct 15, 2025
Built brand awareness & grew an engaged audience for a wine group's Instagram account with limited organic reach.
