Social in Pink was created as a free, accessible resource to help Australian retail small business owners grow their presence on Instagram and attract new customers online.

The goal was to demystify social media marketing and make it feel achievable — even for those with limited time, budget, or experience. By sharing practical content, relatable tips, and encouraging guidance, Social in Pink offered small business owners a supportive space to build confidence and take action on their own marketing.

Through consistent, branded content and a tone that felt warm and down-to-earth, the account aimed to meet business owners where they were and provide real value in a scrollable format.

The Social in Pink campaign was designed to support time-poor small business owners who wanted to improve their Instagram presence but didn't know where to start. The strategy blended content marketing, visual branding, and platform-specific techniques to create an Instagram account that felt helpful, friendly, and easy to follow.

Content Pillars

The campaign was structured around three core content pillars:

• Education: Posts that explained key concepts in simple, actionable ways (e.g. “How to launch a product on Instagram” or “What is a social media strategy?”).
• Inspiration: Quotes and memes that kept things light, relatable, and shareable.
• Engagement: Content designed to spark saves, comments, and shares through questions, lists, and bite-sized tips.

Each post was carefully considered to either teach, encourage, or connect with the audience. Content was planned in monthly batches and rotated across formats to keep the feed fresh while maintaining consistency.

Visual Branding

Creating a strong and consistent visual identity was central to building trust and recognition. The branding was intentionally soft, feminine, and friendly — designed to stand out from generic or overly corporate marketing accounts.

These colours and typefaces were applied consistently across Canva templates, Reels, and quote posts to build a polished but approachable visual brand.

Platform Approach (Instagram)

Instagram was chosen for its accessibility and strong presence among retail business owners. The campaign used a platform-first approach, meaning every post was optimised for Instagram's unique behaviour and layout:

• Carousels: Used for educational content, formatted with hooks on slide one and tips in numbered lists.
• Reels: Short videos created in Canva and posted natively to align with trending formats.
• Captions: Written in plain, conversational language, often including questions or prompts to drive engagement.
• Hashtags & Scheduling: Selected based on Australian business and retail visibility; posted at times aligned with audience behaviour.

Each post included a clear goal — whether it was to drive profile visits, encourage a save, or build a sense of community.

In it's first 10 weeks, Social in Pink demonstrated rapid and consistent growth across all key Instagram performance metrics. By focusing on strategic content creation, building a community, and a cohesive visual identity, the account saw standout engagement and reach. Highlights include:

• Follower Growth: Increased by over 1,400%, from 14 to 220 followers
• Engagement Rate: Averaged over 140%, peaking at 244%
• Reach: Jumped from 0 to over 3,700 accounts reached in a single week
• Content Interactions: Surged from 18 to 297, with week-on-week growth in likes, saves, and comments
• Impressions: Climbed to over 4,000 impressions during peak weeks

These results were not driven by ad spend or paid promotions. Instead, they came from a clear, thoughtful strategy that prioritised what the audience wanted to see, a consistent brand look and feel, and regular content adjustments based on what was working best.

The campaign proved just how powerful a focused and well-executed organic strategy can be, especially for small brands looking to grow without a large marketing budget.