The Challenge
Cake Square is one of Chennai's largest bakery chains with 30+ outlets across the city. The brand had a significant offline presence but its social media was not generating consistent business results.
Before Wonkrew took over in February 2025, social media was managed by a small remote team based in Kolkata. Looking at the five months prior to our engagement (September 2024 to January 2025), the strategy had several structural problems.
The content mix was heavily dependent on Stories. Of the content published during that period, the vast majority was Stories with very few feed posts. Stories disappear after 24 hours, which means the brand was investing the majority of its content effort into a format with no lasting visibility, no search discoverability, and no ability to reach non-followers. Once a Story expired, that content generated zero further value.
What We Did
Reels-First Content Strategy
The most significant strategic shift was moving from an a Stories-heavy mix with minimal feed posts content mix to a reels-first approach. In four months, we produced a high volume of reels and photo posts, with Stories used as a complementary format for daily brand recall rather than as the primary content vehicle.
This was a deliberate decision based on how platform algorithms work. Reels are the primary discovery format on both Instagram and Facebook. They appear in Explore feeds, recommended content, and search results. Unlike Stories, which are only shown to existing followers for 24 hours, a well-performing reel continues generating views, reach, and engagement for weeks or months after publication. For a bakery trying to reach new customers, not just talk to existing followers, reels offered a fundamentally better return on content effort.
The reel content strategy was built around three pillars. Product showcase reels featured specific cakes and designs with close-up shots, decorating process clips, and final reveals, designed to trigger "I want that" responses and drive product page visits. Brand story reels humanized the business, covering topics like team culture, the discipline behind running 30+ outlets, and behind-the-scenes operations. These consistently outperformed pure product content in terms of shares and saves, which are the engagement signals that matter most for algorithmic distribution. Occasion and seasonal reels tied products to specific moments like birthdays, anniversaries, and festivals, capturing intent-driven searches and conversations.
Integrated Paid Amplification
The Results
Facebook Performance (Feb - May 2025 vs Sep 2024 - Jan 2025)
3-Second Views: 1,763 to 3,212 (+82%). All pre-Wonkrew views were organic. Post-Wonkrew organic views grew to 30,861, a 39.7% increase, alongside paid amplification.
Watch Time: 7 hours 27 minutes to 16 hours 11 minutes (+117%). Entirely organic previously; organic watch time continued growing post-Wonkrew while paid added incremental volume.
Link Clicks: 16,500 to 44,200 (+169%). This was the single most important metric shift, representing actual traffic driven from social media to the e-commerce website where orders happen.
Content Interactions: 17,500 to 6,900 in raw count (decline driven by the December spike in the comparison period), but engagement quality improved significantly with more saves, shares, and link clicks replacing passive likes.
Page Visits: 9,000 to 9,900 (+10%), maintaining steady interest despite the seasonal decline from the December peak.
Key Takeaway
The fundamental shift in this engagement was not about spending more on ads or posting more content. It was about restructuring the entire social media approach around how platforms actually work in 2025.
