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The Fritter Shop, known for its handcrafted Dutch apple fritters and cozy community feel, had already seen a significant increase in engagement after Phase 1 of our social media strategy—growing from just 0–2 comments per post to over 80 comments consistently. With this new momentum in place, we shifted our focus in Phase 2: not just growing the audience, but activating it.

We set out to deepen connection, spark meaningful interaction, and build a loyal, engaged online community. The highlight of this phase was a custom campaign inspired by Spotify Wrapped—a year-end celebration that reflected back the joyful moments, top treats, and shared experiences of The Fritter Shop’s audience.

To take The Fritter Shop’s growing social media engagement and channel it into a vibrant, participatory community that felt personally connected to the brand—online and off.

1. Wrapped-Inspired Campaign Design
We leveraged the cultural momentum of Spotify Wrapped to craft a playful and personal “Fritter Wrapped” experience, encouraging followers to reflect on their own fritter memories from the past year. Using engaging prompts, shareable graphics, and countdown-style storytelling, we invited fans to participate in celebrating their “top flavours,” “most-visited locations,” and more.

2. Organic Content Creation
Our team designed and wrote every piece of content in-house, ensuring it was aligned with The Fritter Shop’s warm, family-friendly brand voice. We focused on visual storytelling, customer-centric copy, and interactive posts that made followers feel seen and included.

3. Community Management
We responded to every comment, question, and story tag—fueling the conversation in real-time. This hands-on engagement built trust and helped foster a feeling of direct connection with the brand.

4. Anticipatory Copywriting
We paid close attention to the patterns emerging in audience feedback and designed content that proactively answered customer questions, reflected their thoughts, and invited them into the creative process.

• Most active campaign to date, with record-breaking post engagement on both Instagram and Facebook
   
• Posts received hundreds of combined comments, shares, and DMs, far exceeding past averages
   
• Community members began tagging friends, creating user-generated content, and referencing the campaign in-store
   
• Increased sense of brand loyalty and community ownership, with customers expressing pride and excitement in participating
   
• Campaign strengthened the bridge between digital interaction and real-world visits to The Fritter Shop
   

This Wrapped-inspired campaign showed the power of culturally relevant, community-driven content done right. By making followers feel like co-creators in the story of The Fritter Shop, we didn’t just increase engagement—we built lasting connection and brand affinity. It was a clear reminder that people don’t just want to buy from you—they want to belong.