Saltwater Leather

The image is blank with faint, barely visible lines and shapes, making it indistinguishable.

Social Media

Ongoing social media strategy and content for a family-run leather goods studio in Costa Mesa, built around one simple idea: every post should feel as intentional as every product they make. From seasonal campaigns to evergreen storytelling, the kind of work that helps an audience understand not just what a brand sells, but why it matters.

Content Strategy

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Campaign Planning

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Creative Strategy

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Instagram In Feed Carousel / Reels / Stories

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Copywriting

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Copywriting

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Analytics

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Content Production

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Content Creation

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Content Strategy ❋ Campaign Planning ❋ Creative Strategy ❋ Instagram In Feed Carousel / Reels / Stories ❋ Copywriting ❋ Copywriting ❋ Analytics ❋ Content Production ❋ Content Creation ❋

The Brand

Ongoing social media strategy and content for a family-run leather goods studio in Costa Mesa, built around one simple idea: every post should feel as intentional as every product they make. From seasonal campaigns to evergreen storytelling, the kind of work that helps an audience understand not just what a brand sells, but why it matters.

The Brief

Saltwater Leather had a strong identity and exceptional products. The social presence just needed to catch up. Every post needed to feel as considered as everything that leaves their studio, whether it was supporting a seasonal campaign, introducing the brand to someone new, or deepening the relationship with the people who already follow them.

The Approach

Social media for a brand like Saltwater Leather is not about posting for the sake of posting. It is about showing up with purpose every single time, in a way that feels true to who they are and meaningful to the people who find them.

Every post is built around one of two purposes. It either supports a campaign with a clear goal and timeline, or it contributes to an evergreen strategy that educates and connects their audience to the brand over time.

Campaign content is built around key moments that make sense for the brand. The Mother's Day campaign featured four of their most giftable products: the custom Italian leather sandals, the Tide Basket, the Stacey Bag, and a tote making class. Each post was designed to feel cohesive as a campaign while standing on its own as a piece of content worth stopping for. The Reels brought the craft to life through movement, showing the making process and the products in real settings. The in-feed carousel gave the audience a reason to keep swiping, leading with the gift guide angle and closing with a clear call to action that drove traffic directly to the gift guide.

Every caption, every visual choice, and every call to action is made with the brand voice in mind. Warm, considered, and never pushy. The kind of content that draws people in and keeps them there.

Take a Class with Saltwater Campaign

A June campaign, with limited creative assets, sold out both the belt making and chair making classes entirely. That result set the standard for everything that followed.

The Take a Class campaign is an evergreen part of the Saltwater Leather social strategy with one simple goal: get every seat filled. The July campaign brought the same intentional approach to the belt making, chair making, and tote making classes, content that showed the process, the people, and the finished product, giving the audience a clear picture of what they were signing up for and a reason to act before spots were gone.

Two men sitting on chairs outdoors near a chain-link fence on a dirt field under cloudy skies, promoting a class on making leather woven chairs.
Person assembling a white and beige woven leather chair at a workshop, with workshop tools and furniture in the background, on a promotional class poster.
Promotion for a belt making workshop featuring three leather belts with metal buckles on a beige fabric background.
A July calendar for 2026 with scheduled events and appointments for a leather workshop, set against a background of a workspace with shelves and tools.
Person working on leather straps at a workbench, possibly in a leather workshop.
A man with a beard and mustache sitting on a metal chair on a dirt field, with another empty chair beside him, and a chain-link fence and cloudy sky in the background. Text on the image reads: "the sideline chair, made by you. Swipe left to see the process."
Person assembling or adjusting a piece of furniture or equipment at a workbench in a workshop.
Close-up of a beige chair with a metal pole running through its seat and a chrome leg.
A close-up of a beige paper towel or toilet paper roll on a metallic holder.
Close-up of cardboard boxes stacked on a metal surface, with metal framing and reflective surfaces visible.
Small white tile with a circular logo featuring a stylized letter S in the center, surrounded by a carved border.
Part of a shopping cart with a cream-colored woven plastic design in an indoor or parking lot setting.
A smiling man with a beard, wearing a brown jacket, white shirt, and jeans, sitting on a folding chair on a dirt baseball field next to a chain-link fence; text overlay promoting class booking at Costa Mesa studio.

A sold out June chair making class started here. Strategy, messaging, photography, editing, and creative production all in one, with the imagery carrying the story and copy appearing only where it needed to.

Instagram Stories for the June classes, short and to the point with links straight to the product page. The goal was simple: give the audience everything they needed to book in as few taps as possible.

A woman demonstrating a craft or skill to a man in a workshop, with tools and materials on the table and wall.
A person wearing a blue top and black jeans with a tan belt, with the words "make a belt" overlaid on the image.
A person with a tattooed arm holding a buckle, inspecting a leather strap on a table with metal hardware, while another person observes.
Person operating a leather strap cutting machine on a wooden table.
Collage of four images showing leatherworking process. Top left and bottom right images depict hands measuring and cutting leather with a ruler and utility knife. Top right image shows a person marking measurements on leather with a pencil. Bottom left image features two men discussing and working with leather in a workshop, seemingly planning or inspecting the craft.
People working on crafting and assembling leather belts in a workshop.
Two men in a leather workshop making a belt. One man is inspecting the belt strap, and the other is smiling. The workshop has tools and materials for leather crafting. Text on the image promotes a belt making class at Saltwater Leather.

A July chair making class campaign built to keep the momentum going after a sold out June. Strategy, messaging, photography, editing, and creative production all in one, with the imagery carrying the story and copy appearing only where it needed to. The creative styling was intentionally refreshed from the June version with updated typography, font sizing, and a cleaner visual treatment, giving the campaign a new energy while keeping the brand consistent.

Custom Italian Sandal Campaign

The custom sandal appointment campaign is an evergreen part of the Saltwater Leather social strategy with one simple goal: fill the appointment book.

Building the right assets took time. By July the campaign had what it needed to truly tell the story, real people experiencing the intimate process of having a pair of sandals made just for them. A classy, dainty creative direction built specifically for the female audience, refined enough to feel personal and elevated enough to feel worth booking.

A person standing barefoot wearing jeans, another person crouching down with a sneaker in hand, with text over the image reading 'Yours can be built from scratch.'
Woman sitting on a chair outside in front of a blue door, wearing a pink sweater and white pants, with text overlay that reads 'Most sandals are picked off a shelf', and pink flowers digitally added around her.
A woman sitting at a wooden table with a thoughtful expression, in a room with handbags displayed on shelves and a window with greenery outside. Overlaid text reads 'Every pair starts with a conversation, not a size chart.'
Close-up of hands working on a leather shoe sole in a workshop, with text overlay 'you choose the leather'.
Person using a hammer to assemble a leather sandal with a padded insole on a workbench surrounded by tools and supplies.
Person wearing light wash jeans and tan sandals standing on a concrete floor with an inspirational quote overlay.
A person sitting outside in front of a blue door, wearing a pink striped shirt, light blue jeans, and custom leather sandal, with text overlay promoting booking a custom leather sandal appointment and linking to their bio.
A man, a young girl, and a woman are in a room, with the girl rolling up her pant leg while the man and woman assist. The room has office supplies and a water cooler in the background. Text overlay says, "One on one with the team."

Instagram Carousel

Pair of beige leather sandals with leopard print straps, placed on grass with small flowers. Text overlay promotes booking an appointment with Saltwater Leather for custom Italian leather sandals.
A woman with curly hair wearing a denim jacket and white skirt shopping for sandals at an outdoor booth with shelves of sandals and a Salt Water Leather sign overhead.
Person wearing pink and white striped shirt and light blue jeans seated on outdoor chair, showcasing beige sandals with ankle straps, against a dark blue door background with a shadow on pavement.

Instagram Stories

What I Learned

Every client engagement teaches you something worth carrying forward. Here is what Saltwater Leather reinforced:

Creative consistency builds recognition.
Each campaign needs a unified creative language, font, photo format, visual treatment, so the audience immediately knows what they are looking at without having to read a word.

The hook is everything.
The first few seconds of any piece of content need to be impossible to scroll past. A strong, obvious hook that tells the audience exactly what is coming is what earns the watch and the action.

Target early or lose them.
For location-specific offerings like classes and custom appointments in Costa Mesa, it is critical to signal location in the first few seconds. Time spent watching content that was never relevant to you is time wasted for everyone.

Organize evergreen content into clear campaign buckets.
Grouping evergreen content by category, Take a Class, Custom Sandals, Corporate and Events, keeps the strategy focused and the posting consistent without repeating the same content endlessly.

One CTA, every time.
Every piece of content ends with one clear, direct call to action. Multiple CTAs confuse the audience and dilute the conversion. Pick one thing you want them to do and make it impossible to miss.

The Outcome

A social presence that feels like an extension of the brand itself, not a separate thing running alongside it. Intentional, campaign-aware, and built to grow an audience that genuinely connects with what Saltwater Leather stands for.

What Was Delivered

  • Content strategy and campaign planning

  • Evergreen content strategy and posting

  • Instagram In Feed Carousels, Reels and Stories

  • Copywriting and captions

  • Content compilation and cut-down editing

  • Voiceover on Reels and Stories

Visit the Saltwater Leather Instagram

@Saltwater Leather

A woman with long dark hair smiling while sitting on a light-colored chair against a plain wall, wearing a white top, dark jeans, and a watch.

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Let’s Work Together!

You do not need to have it all figured out before we talk. Book a free 30 minute consultation here and let's explore what your brand needs, what is possible, and whether we are the right fit for each other.

Prefer to reach out directly first? Send me a note at tiff.kwok@daydreamswithtiff.com and we can go from there.

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