The marketing playbook · Internal draft
Simple. Consistent. Recognizable.

Make people want to discover flower wine.

A clear, repeatable creative direction for Melissa. Three great feed posts per week. Four days of Stories. One recognizable FlorVino feeling.

See the weekly plan
01 / What to post

The weekly rhythm.

A three-post system. Use the existing approved calendar as the idea library, not as a demand to post everything.

Monday · Discovery

Stop the scroll.

15 to 25 second video answering one question about flower wine.

Goal: reach people who do not know FlorVino.
Wednesday · Wine spotlight

Make one bottle desirable.

4 to 6 slide carousel or short video. Real bottle, verified details, beautiful occasion.

Goal: build product interest.
Friday · Lifestyle

Make it feel real.

A tablescape, adult hosting moment, tasting, or authentic behind-the-scenes scene.

Goal: help people imagine the experience.
Stories, four days each week. Repost a post, show a behind-the-scenes clip, ask a relevant question, or share an accurate current visit/shop reminder. Keep it easy.
02 / How FlorVino should feel

Show. Don't just tell.

Every post should do one thing: spark curiosity, create desire, or establish trust.

  • Show real bottles and unchanged labels.
  • Use flower details, hands, pours, tables and genuine people.
  • Keep the first frame instantly interesting.
  • Use one message and one accurate next step.
  • Follow the currently approved brand kit.

Skip these.

  • Generic sale graphics and excessive text overlays.
  • Different fonts and colors every week.
  • Unverified tasting notes, prices, location or hours.
  • “World's first” or “world's only” claims.
  • Announcements for unapproved events or offers.
03 / Ready-to-shoot examples

Your first week.

Monday

“Wait, wine can be made from flowers?”

Film: flower detail → actual bottle → pour → close-up.

Caption: one verified fact and an invitation to explore.

Wednesday

“Meet Wild Rosy.”

Show: real label → verified details → beautiful serving moment → accurate destination.

No invented flavor notes.

Friday

“A little FlorVino for your next dinner party.”

Show: florals → prepared table → bottle → adult hosting scene.

Focus on hosting aesthetics, not promises about alcohol's effects.

The creative test: Would someone who has never heard of FlorVino understand what is special about it within three seconds?
04 / Before publishing

Eight quick checks.

Tap each item when ready. The checklist only saves on this device, not in Notion or Supabase.

05 / The monthly cadence

Keep what works.

Week 1

Capture

Film a small batch and prepare six assets.

Week 2

Publish + observe

Follow the rhythm and identify what people share or save.

Week 3

Repeat + improve

Film another batch. Repeat the strongest content concept.

Week 4: review. Compare saves, shares, non-follower reach, profile visits, clicks and attributable purchases where available. Choose just one creative improvement for next month.
06 / Who owns what

Clear roles. Less back-and-forth.

Melissa

Creates, edits, schedules and publishes FlorVino's social content under her existing authority.

Gwen

Sets strategic direction, creative briefs, campaign priorities, experience ideas and performance reviews.

Lewis

Approves new brand directions, offers, commercial claims and commitments.

New campaign direction pending approval. Existing posting responsibilities continue.