Instagram & Facebook Marketing | Scented Candles

Goal:
Grow the brand’s online presence and increase both retail (B2C) and wholesale (B2B) sales.

Strategy:
The channels were used with a clear separation of roles:
— Instagram → retail sales (B2C)
— Facebook → wholesale client acquisition (B2B)

Execution:
— account setup and visual identity
— content strategy tailored to different audiences
— content creation (posts, stories)
— paid advertising and ongoing optimization
— community management

Approach:
— distinct positioning for B2C and B2B segments
— content adapted to each audience
— combination of organic growth and paid acquisition
— focus on trust-building and conversion

Result:
— steady follower growth
— increased brand visibility
— growth in retail sales via Instagram
— acquisition of wholesale clients via Facebook

Key point:
Channels were not used generically — each platform had a specific role in the overall growth strategy.