July - December 2021 Case Study: Social Media Management

santos & cruz

  • Instagram organic content strategy
  • Influencer collaborations + giveaways
  • Repurposing content on Facebook + Pinterest
  • Holiday revenue online + in-store
  • Educate about culture + home decor

The Product

santos & cruz is a woman, Black, and Asian-owned online shoppe for Filipino-inspired, rustic home decor and accessories. 

This stylish home brand featured flatware and glassware designed to gather the community through style, function, and unmatched quality. These unique pieces are elegant, ergonomic, and easy to integrate into any home decor.

Their flatware and glassware designs are timeless, for special occasions and everyday use. 

kapwa studio worked with santos & cruz to develop an organic, brand awareness strategy that elevated the home dining and living experience by honoring loved ones and cultural lineage. 

Photo by Jeeval Tailor

Working Together

We worked with santos & cruz from July 2021 to February 2022 to support their social media accounts.

In particular, kapwa studio worked with santos & cruz to prioritize storytelling. The home decor products were made with care inspired by Filipino craftsmanship, and it was important to santos & cruz to uplift history and heritage. 

Here are some of the things we accomplished:

📲 Deliver engaging, compelling content on multiple platforms

🗣 Use social to guide the conversation around the brand

💬 Educate the community about the brand beyond the product or service

📈 456% follower growth on Instagram in 7 months

🤝 Collaborate with influencers to build brand awareness and create content featuring the product

We helped santos & cruz consider their business needs and engage their marketing approach differently. 

Monthly, we sent journal prompts to Camille, the owner of santos & cruz, so she could revisit family and cultural stories and reflect on how to integrate these stories into the work.

Through this storytelling approach, people began engaging santos & cruz’s social media in ways not previously experienced by the shoppe. 

From July through February 2022, we worked with santos & cruz to develop an organic growth strategy, collaborate with influencers, and repurpose content on Facebook + Pinterest.


Photo by Fork and Spoon

The Results

In addition to increased brand awareness, santos & cruz was featured in a Black-Owned pop-up shop in downtown Toronto and received over 1,600 Instagram profile visits in Q4 2021

overall results

  • 741 profile visits in November (Black Friday/Cyber Monday push)
  • 456% follower growth in 7 months
  • 492% monthly impression growth in 6 months
  • 494% accounts reached growth in 6 months

other benefits

  • focused brand awareness strategy
  • featured on a Filipinx Instagram account with 98.2k followers
  • earned a spot in a Black-owned, Toronto holiday pop-up store in Toronto’s largest downtown shopping mall

"What I love most about working with kapwa studio is how easy everything is!

It’s easy to chat, it’s easy to brainstorm, it’s easy to plan, it’s easy to receive reports, and it’s easy to pivot as needed. Ultimately, I love that everything across my brand’s media platforms is cohesive. Working with kapwa, I’ve gotten increased followers, increased engagement, insane Pinterest views, and MORE TIME to do things.

Camille E.
santos & cruz

Photo by Jeeval Tailor

Managing social media can take at least 32 hours a week, and investing in partners like kapwa studio allows you to spend that time growing relationships with customers and additional partners while staying focused on sales, development, and engaging external partnerships.

External partnerships, like B2B retail partnerships, are an important income stream for business owners and provide a flow of people who can grow your customer base. After Camille delegated social media support to kapwa studio, she could focus on B2B retail partnerships like Black Owned Toronto.

Delegating your social media can also create opportunities to foster growth, nurture the community online, and connect with happenings and possibilities occurring or available in the industry.