SMM Client Case Study: Carroll and Co. Weddings
- arlina
- Sep 17
- 3 min read
Background
Carroll & Co. Weddings is a wellness‐driven wedding planning studio. Their mission is to help couples in Boston and New England craft elevated, intentional celebrations with emotional wellness, clarity, calm, and joy throughout the process. Their brand values are refined, serene, supportive, and elegant.
Goals and Challenges
When Carroll & Co. came to us, their objectives included:
Increase visibility & reach: get the brand in front of more engaged, ideal clients.
Grow community & followers: build a following that resonates with the wellness‑driven, elevated wedding world.
Raise engagement: more comments, shares, saves, conversations, not just likes.
Strengthen brand story: highlighting how wedding planning can also be self‑care; communicating their differentiators (wellness focus, intentional design).
Challenges
Competition in wedding planning is dense; many planners have similar visual aesthetics.
Differentiating the emotional wellness angle (not just a pretty design) and making that story resonate in short content.
Balancing content types (educational, inspirational, behind‑the‑scenes) while maintaining calm, elevated branding.
Strategy and Tactics
To meet those goals, here’s what we did:
Cohesive Content Strategy Aligned with Brand Values. We centered the content around Carroll & Co.’s core values: wellness‑focused, elevated design, intentionality, and calm. Every post, every caption was designed to reinforce that, emphasizing that hiring a planner is part of self‑care.
Balanced Content Calendar
Educational Tips: posts that help couples with planning steps, budget, timelines, etc.
Wellness‑Focused Posts: content about emotional health, stress relief, and managing anxiety during wedding preparations.
Business Insight / Behind‑the‑Scenes (BTS): give glimpses of what working with Carroll & Co. looks like, showing process, workflows, aesthetic decisions.
Design & Visual Consistency: Curated archives from the founder, styled imagery that aligns with elegant, refined wedding aesthetics.
Voice & Captions. Wrote captions and reel taglines that feel calm, supportive, and elevated. Storytelling that invites clients to see the planning process as something beautiful, not just transactional.
Leveraging Ads. Ran at least one Instagram ad (a services‑post), to expand reach and drive specific actions (link clicks, profile exposure).
The Results
Between the beginning of May to the end of June 2025, Carroll & Co. Weddings:
Accounts Reached: ↑ +940%Thanks to strategic content planning and one boosted post, reach nearly 10x’d compared to April.
Reel & Post Views: ↑ +2,966% (2.2K+ views) A mix of educational, wellness-centered content and aesthetically aligned posts drove strong visibility.
Non-Follower Exposure: ↑ +2,648%, where 67% of views came from non-followers, proving the content strategy reached entirely new audiences.
Follower Growth: From 110 → 139 followers. Although still in its early stages of growth, the quality of new followers (engaged and ideal clientele) has improved.
Engagement Quality. Higher saves, shares, and profile taps on educational & behind-the-scenes posts.
These numbers demonstrate how a values-aligned, wellness-driven strategy can generate significant traction, even within a niche wedding planning audience. The foundations are set, and growth is only building from here.
Lessons and Insight
Reach matters—non‑follower exposure is huge. The large percentages of views coming from people who don’t yet follow shows that well-crafted content, combined with strategic use of ads, can bring in new eyeballs.
Consistent value + brand voice builds trust. Showing behind-the-scenes and educational content helps humanize the brand and reinforce its differentiators.
Design / Aesthetic cohesion is key in this industry. Wedding planning is a visual experience, so maintaining a refined and calm aesthetic helps reinforce the message and brand positioning.
Small ad spends + leveraged content can significantly amplify results when combined with a good content strategy.
Final Thoughts
Carroll & Co. Weddings is a strong example of how an intentional, value-driven content strategy, paired with design consistency and strategic ad usage, can substantially increase visibility, reach, and non-follower engagement, even over a short period. The brand is building momentum, reinforcing its values, and “showing up” in ways that make potential clients feel seen and supported.
If you’re a wedding business, planner, or creative brand looking to build visibility, trust, and a voice that stands out, this is what intentional Instagram management can do.
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