a new online shop and SM driving sales

the white’s emporium

project goals:

  • Develop a Shopify website to help grow online sales.
  • Create new brand images and videos for social media and website.
  • Manage social media channels to increase reach and drive traffic to the website.

services involved:

  • Web Development
  • Content Creation
  • Social Media Management

about
the client:

The White’s Emporium is a growing local business from Twillingate NL, specializing in handcrafted driftwood art, custom pieces, prints, and canvas.
Art creator from The White’s Emporium walking along a frozen ocean beach with their piece of driftwood art.
Driftwood art piece of mother and her calf whales by The White’s Emporium.
The Whites, creators at The White's Emporium, standing side by side with the iconic Twillingate Lighthouse visible in the background on a clear day.
Whale tail driftwood art by The White’s Emporium, leaning on a crab fishing cage with the ocean in the background.
Behind-the-scenes photo shoot of the whale tail driftwood art by The White's Emporium.
Business owner during an interview with Capelin Creations, sitting at the table with a camera in the foreground.
Capelin Creations team members smiling and holding cameras during a photoshoot.

how we did it

In 2023, The White’s Emporium was in operation for 3 years and experiencing a large boom in business that’s to some national new coverages. They enlisted our help to keep up with this growing demand in work. They identified the need for a new website with better e-commerce capabilities and to drive online sales and website traffic through content marketing. Keep on reading to find out more about the results we achieved (spoiler alert – they were incredible!).

web development:

  • Clean and intuitive website design;
  • On-brand look and improved user experience;
  • Easy and straightforward checkout process;
  • Optimized product categories, descriptions & photos.

content creation:

  • Interviews with owners to gain a deep understanding of the company.
  • Identifying key content pillars for the brand.
  • On-location photo and video shoot to feature the content pillars.

social media management:

  • Developed a content plan with the goal to promote the website launch, online sales, and the summer studio opening.
  • Use the content we captured in Twillingate and the organic content from the owners to create consistent messaging.

results

A big thank you to the owners and our team, thank you for making this process so enjoyable from start to finish. We are so proud to make a big difference for small businesses.

web development:

  • Organic reach was 10 times higher than the previous year. 2/3 of website traffic was attributed to social media efforts.
  • The reach of the website was a great success that we managed to maintain. Overall site traffic = 5,136 sessions over 3 months.
  • We achieved a 3.29% sales conversion rate on site traffic.

social media management

  • For the March-June 2023 period, we saw a significant reach increase for the Facebook page, skyrocketing from 85,956 (2022) to 803,153 (2023).
  • Our Facebook posts generated approximately 1500 link clicks, directly leading traffic to the online shop.
  • SMM efforts led to substantial growth in reach and successful engagement with the audience, driving traffic to the online shop.
Phone displaying The White’s Emporium website created by Capelin Creations, with a laptop showing an increase in website sessions.

Jordan and his team at Capelin Creations are masterful communicators who truly care about giving you the best possible experience with your online business needs. Thanks to their expertise, our new website has had an astoundingly positive affect on our business, both online and with our physical store. Please hire these folks with confidence.

Jonathan White
Owner/Operator. The White’s Emporium
whitesemporium.ca
The Whites, owners of The White’s Emporium, sitting on a couch with a large driftwood art piece on the wall behind them.

things we learned

  • A strong user experience is key to driving online sales.
  • Listening is the most valuable part of crafting a company‘s brand.
  • Content marketing is done best when you understand the backstory of the content.
  • Winter in Twillingate is NOT for the faint of heart. Pack extra hand warmers and boot warmers.
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