Case Study: I Love You Honey- Digital Brand Launch

I Love You Honey is a veteran-owned, small business based in Kauai, Hawaii that produces raw honey and operates bee rescues.

They are dedicated to sustainable beekeeping and educating customers about the importance of bees, targeting locals and tourists who love bees and honey.

  • Project

    Launch I Love You Honey’s Digital presence

  • Role

    Solo marketer and designer (with owner collaboration)

  • Duration

    8 weeks

  • Tool Used

    Canva, Squarespace, Instagram, Facebook (Meta Business Suite), Google Workspace

Challenge

I Love You Honey had no established online presence. The goal was to create a cohesive digital marketing strategy, including a website and social media channels, to engage an initial audience and build brand credibility. Working independently, I led content creation, website design, and campaign execution, while consulting with the owner to ensure all efforts aligned with the brand’s vision.

Research and Insights

To inform the launch strategy, I conducted website research and gathered market intelligence from the owner:

  • Competitor Analysis: Reviewed local honey sellers online to understand product offerings, pricing, and visual presentation, helping to position I Love You Honey as an affordable option.

  • Market Insights from Owner: Consulted with my dad and his wife, who collected feedback at local farmers markets regarding container preferences, product size, and potential restaurant clients.

  • Audience & Community Focus: Leveraged Kauai’s tight-knit, community-driven market to guide branding, messaging, and social media content.

  • Strategic Application: Insights directly informed website product presentation, social media content, and outreach approach.

Strategy and Execution

Website Design

Designed and launched a user-friendly, SEO-optimized website for I Love You Honey that reflects the brand’s community-driven values. The site highlights support for local bee rescues, showcases products, features a blog section, and includes an About Us page to tell the brand story. Strategically placed calls-to-action (CTAs) drive engagement and capture both B2B and B2C inquiries.

Key Contributions:

  • Branding & Copywriting: Wrote all website content with a consistent, engaging brand voice; reviewed and approved by the owner.

  • Photography & Design: Captured and edited original product and community photos to maintain a cohesive visual identity.

  • Marketing-Focused UX: Designed clear navigation and layouts to guide visitors toward CTAs and conversion points.

  • SEO & Optimization: Implemented keyword optimization, meta descriptions, and on-page SEO to improve search visibility.

  • Collaboration & Review: Worked closely with the owner to ensure all content and design aligned with brand vision.

Social Media

Established Instagram and Facebook profiles for I Love You Honey, creating content that reflected the brand’s friendly, community-focused identity. Developed a content calendar to ensure consistent posting, and leveraged Stories to maintain ongoing audience engagement.

Visual & Metric Highlights:

First Instagram Post: Reached 431 views in the first week, demonstrating strong early engagement.

Overall Instagram Reach: 6 posts → 905 total views.

Facebook: Page received 1,225 views.

Engagement included likes, comments, and saves, showing initial audience interest.

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Strategic Insights

  • Customer & Market Research: Content was designed based on insights about product portability, container preferences, and local business partnerships, ensuring messaging aligned with audience needs.

  • Optimized Posting: Posts were scheduled for peak engagement hours, maximizing visibility and reach.

  • Data-Driven Adjustments: Early analytics informed refinements to post timing, captions, and visuals, demonstrating a data-driven approach to content strategy.

  • Long-Term Strategy: The focus is on educational content to build a loyal following, teach people about honey, and increase brand awareness, supporting the brand’s growth and expansion beyond Kauai.

Social Media Performance

First week after launch:

  • Instagram: 6 posts → 822 total views

    • Top-performing post: 431 views

  • Facebook: Reached 908 views, demonstrating strong early engagement and steady growth since launch

  • Website Traffic: 200 views

Results

Key Insights

  • Posts featuring product photos and bee-related content generated the most engagement.

  • Educational content strategy implemented to balance engagement with manageable inquiries, including:

    • Fun bee facts, pollinator education, and honey-making processes

    • Creation of a waitlist for honey orders to handle interest efficiently

  • Instagram engagement is strongest with visually striking or informative content

  • Facebook reach benefits from shares in local community groups

Next Steps / Strategy

  • Continue focusing on educational content to attract and retain followers while maintaining product demand

  • Use bee imagery and infographics to maintain visual appeal and reinforce brand identity

  • Promote the waitlist in posts to generate excitement and manage customer expectations.

Additional Projects

  • Designed business cards reflecting brand identity and integrated QR codes for easy access to the company website.

  • Created caution signage for on-site safety and visibility at the bee rescue.