Case Study: Amplifying Etta + Billie’s Story Across Social & Content Channels

When I partnered with Etta + Billie, a natural body care company rooted in sustainability and handcrafted quality, our goal was to bring their values to life through intentional digital storytelling. Etta + Billie had a strong product and mission—but they needed cohesive content and a social media presence that truly reflected their voice.

Building a Connected Digital Presence

I began by aligning all public-facing platforms—Blog, Pinterest, and social channels—with consistent, brand-centered messaging. This included refining tone, visuals, and storytelling to authentically reflect Etta + Billie’s values: sustainability, transparency, and handcrafted care.

We launched a strategic content calendar that ensured every new product release was accompanied by a thoughtful and creative social media campaign, helping to generate excitement and drive early sales.

Bringing the Brand to Life Through Video

In 2020, the brand primarily relied on still imagery. But by mid-2021, we made a significant shift: 60% of social content became Reels and video-based, giving followers a more immersive experience. From how products are made to founder Q&As, we gave followers a behind-the-scenes look into the heart of Etta + Billie.

This pivot paid off. Video views averaged between 3k–4k, and engagement rates rose from 4% to 6% over the course of the year.

Storytelling That Converts

The authenticity and alignment of our messaging translated directly into traffic. In 2021, 90% of Etta + Billie’s website traffic was driven by social media channels, demonstrating the power of storytelling that resonates.

By combining content strategy with purpose-driven messaging, we didn’t just market products—we built relationships with customers who value craftsmanship, community, and sustainability.