Social Media Strategy · Community Management · Content Planning · Digital Marketing · Brand Voice · Storytelling
Social Media Management
Managing the brand’s digital presence through content planning, storytelling, and consistent publishing to build an engaged online community.
The problem
As a growing home bakery, Cookies by Montón needed more than beautiful visuals—it needed a consistent social media presence that could nurture relationships, strengthen its brand voice, and turn followers into an engaged community. Without a clear publishing rhythm and content strategy, it was difficult to maintain momentum, build anticipation, and stay top of mind with customers.
How we solved it
We developed and managed an ongoing social media strategy that balanced promotional content with community-building and storytelling. Through content planning, scheduling, audience engagement, and performance-informed decisions, we created a digital presence that felt approachable, playful, and true to the brand.
A key part of the strategy was centering the founder’s perspective and documenting the realities of building a home bakery in New York City. Behind-the-scenes moments, lessons learned, preparation processes, and the day-to-day challenges and victories of entrepreneurship became recurring themes that audiences could connect with. Rather than focusing solely on selling cookies, the content invited followers into the journey behind the brand.
The result was a social media presence that felt authentic and personal—transforming Cookies by Montón from a product people enjoyed into a story and community people wanted to be part of.
