❋
Social strategy + story-driven content for a neighborhood wine bar in NYC’s West Village
Lelabar
The “Challenge”
When Lelabar hired me, they felt overwhelmed and unclear about how to position themselves on social.
They knew they were special in-person — sophisticated, intimate, and thoughtful — but their Instagram didn’t reflect that.
They wanted:
Compelling, meaningful content
Stronger visibility (especially with a younger crowd)
A deeper relationship with customers
I repositioned Lelabar as a clearly defined brand: a cozy, story-driven wine bar that feels equally right for a quick glass or a full evening — and the #1 date night spot in the West Village.
Build a cohesive visual aesthetic (elevated, warm, candle lit)
Define content pillars
Increase posting volume, cadence and consistency
Copywriting in the tone of a Zellenial woman to connect with and bring in a younger audience.
The Execution
❋ The Stats
+40% views + engagement
+57% non-follower views
+47% profile visits and taps to booking
+5% new followers month over month
Most booked Valentine’s Day in recent history
The Strategy
Cohesive strategy + Short-form content that deliver on the strategy
Aesthetic social and cohesive branding across socials
Full service from conceptualizing to production and upload
Caption copywriting + SEO hashtag optimization
Influencer collaborations + social media management
Monthly reporting + strategy refinement
Valentines Day campaign that was people first, love centered and community-driven to engage with customers and audience.
Scroll for the evidence
〰️
Scroll for the evidence 〰️
Valentines Day Campaign
For Valentine’s Day, we leaned into people-first storytelling — celebrating real couples and love stories.
Instead of pushing reservations aggressively, we built emotional connection.
The result:
Lelabar experienced its most busy and booked-out Valentine’s Day in recent history — organically driven by buzz and positioning as the ultimate West Village date spot.
Wine Education
Started a fun, playful and approachable educational series called “How to Wine,” which has massively increased engagement.
Positions Lelabar as experts in the wine space with excellent taste and sourcing.
Food forward with cinematic visuals
