CASE STUDYE-COMMERCE & RETAIL

Unicornbrooklyn: a year of social for a DIY craft store

How we ran a year of social media for a Brooklyn store selling DIY headband kits — from an Instagram shop with product tags to ads that sent shoppers to the cart.

FacebookInstagramX (Twitter)
‘Happy Fourth of July’ post
‘Did you know?’ fun fact post
‘Unbridle your artsy side, 50% discount’ ad
CLIENTUnicornbrooklyn
INDUSTRYE-commerce & Retail
MARKETNew York, USA
SERVICESSocial Media Marketing, Paid Ads, Content & Design
CHANNELSFacebook, Instagram, X (Twitter)
WEBSITEunicornbrooklyn.com
KEY RESULTS

The numbers

Figures from the campaign reports we shared with the client.

1,342Instagram followers
212Add-to-carts from ads
4.3kX impressions in 83 days
70Posts on each channel
Facebook pixel events from the ad campaigns
Facebook pixel events from the ad campaigns
Instagram audience: top locations and age range
Instagram audience: top locations and age range
X (Twitter) impressions over 83 days
X (Twitter) impressions over 83 days
THE CHALLENGE

Crafty products, a local crowd

Unicornbrooklyn sells DIY kits and ready-made headbands — pompom ears, leather bows, frayed bows — for kids and families who love to create.

The store needed a steady presence on Facebook, Instagram and X, a way to sell straight from social media, and ads that bring shoppers to the website, while standing out from other handmade sellers.

Sell from the feedProducts had to be shoppable on Instagram, not just shown.
Know the audienceMost followers were in New York and aged 25–34, so content spoke to young parents.
Beat local competitorsUnicornbrooklyn had to lead other handmade pages in likes and activity.
HOW WE DID IT

Content, shop and ads

‘Oversized leather bow headband’ post with a product tag
01

Instagram shop and product tags

We set up an Instagram shop and tagged products in posts, so followers could tap a headband and see its price straight away.

InstagramInstagram Shopping
‘Hand crafted with passion & heart’ ad
02

Ad creatives with a clear offer

Ads like ‘Unbridle your artsy side — 50% discount’ and ‘Hand crafted with passion & heart’ ran on Facebook and Instagram. The Facebook pixel recorded 212 add-to-carts, 201 page views and checkouts from the campaigns.

Paid AdsFacebook Pixel
Unicornbrooklyn Instagram feed
03

A year of fun, regular posts

70 posts on each channel mixed products with fun facts and holiday posts. On X, tweets earned 4,300 impressions in 83 days, and a discount tweet was the top performer with 515 impressions.

FacebookX (Twitter)
THE CREATIVES

Purple, playful and made by hand

BRAND COLOURS
‘Did you know?’ fun fact post
‘Did you know?’ fun fact post
‘50% discount’ ad
‘50% discount’ ad
‘Happy Fourth of July’ post
‘Happy Fourth of July’ post
Product tag post
Product tag post
‘Hand crafted with passion & heart’ ad
‘Hand crafted with passion & heart’ ad
THE FUNNEL

Our funnel

01CONTENTAwarenessRegular posts, fun facts and holiday posts on three channels.
02INSTAGRAM SHOPInterestTagged products show the price right in the feed.
03ADS & PIXELActionOffer ads sent shoppers to the site, tracked by the pixel.
04NEXT STEPSGrowthInquiry ads with deals and new cover banners for every channel.
THE RESULTS

Over the year Unicornbrooklyn grew to 1,342 Instagram followers and 222 Facebook followers, opened an Instagram shop and led its handmade competitors in page likes. Its ads drove 212 add-to-carts and 201 page views, and its tweets earned 4,300 impressions in 83 days.

TOOLS WE USEDFacebookInstagramX (Twitter)Meta Ads Manager
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