Social & Content Strategy | Evergreen Content (Instagram, Facebook, Pinterest, Social Playbook)

Following Cluizel’s global repositioning, the brand needed to translate its new luxury identity into a cohesive social presence. The goal was to establish an evergreen content strategy that would increase engagement, strengthen brand perception, and create a scalable content system adaptable across all digital and retail platforms.
Centered on The Art of Fine Chocolate, the strategy positioned Cluizel at the intersection of craftsmanship and artistic expression with a contemporary appeal. The framework was built on 3 pillars, ensuring a timeless yet adaptable storytelling approach that continued to drive long-term brand engagement. Within 6 months, the new direction led to a significant increase in organic engagement—Instagram rose by 87%, Facebook by 65%, and Pinterest by 137%.

Transforming chocolate into work of art—blending seasonality, haute pâtisserie trends, and elevated food styling to create visually stunning and aspirational content that sparks curiosity and purchase intent.

Bringing Cluizel’s savoir-faire to life through a behind-the-scenes look at artisan techniques and the generational legacy of its chocolatiers—highlighting ingredient origins, elevating CSR initiatives, and fostering trust and credibility.

Creating a community of chocolate connoisseurs with shared experience through interactive content, from chocolate knowledge quizzes and exclusive giveaways to UGC content integration and influencer collaborations—driving organic advocacy and deeper engagement.

The Results
• Within 6 months, organic engagement grew significantly: Instagram +87%, Facebook +65%, Pinterest +137%.

• Developed a scalable content library that reduced production costs while ensuring brand consistency across digital and retail touchpoints.

• Social platforms became a key driver of Cluizel’s repositioning, with the content strategy and art direction continuing to shape the brand’s presence today.

My Role — Freelance Creative Lead
Content Planning & Strategy
Concept Development
Art Direction (Photography, Videography, Styling)
Graphic Design
Production + Post Oversight
Team & Client Management
Project Lead

Project Team — Doer
Pauline Picca
Yohan Greck
Julien Veillon

Photographers
Angela di Paolo
Linda Lam