saltwater leather
Content Strategy, Mother’s Day Campaign Planning, Creative Strategy, Reels, In-Feed Carousels, Copywritingcontent strategy campaign plan
reels in feed carousel copy
copywriting content strategy
in feed carousel reel content
The Brand
Saltwater Leather is a family-run leather goods studio in Costa Mesa, California, crafting heirloom-quality pieces by hand with nearly two decades of craft behind every product they make.
The Brief
The ask was straightforward: show up on social media in a way that actually feels like Saltwater Leather. The brand had a strong identity and exceptional products, and the social presence needed to reflect both. Every post needed to serve a purpose, whether that was driving awareness, supporting a campaign, or deepening the relationship between the brand and the people who follow it.
The Approach
Social media for a brand like Saltwater Leather isn't about posting for the sake of posting. It's 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 Manychat trigger to drive 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.
Instagram In Feed Carousel - Mother's Day Campaign
Instagram Reel - Mother's Day CampaignThe 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
Content compilation and cut-down editing
Instagram Reels / Stories
In-feed carousel
Copywriting and captions
Voiceover on Reels and Stories
Evergreen content strategy and posting
Manychat trigger integration