Case study: Meta Ads & Organic - Cookbook Shop

The Cookbook Shop Edinburgh is set to become Edinburgh’s first dedicated cookbook shop, due to open soon. Ahead of launch, they wanted to build visibility from the ground up and create a community around the shop before the doors even opened. Alongside growing awareness locally and beyond, the campaign focused on driving crowdfunding donations to help the shop achieve its broader goals and launch with real momentum.

The Approach

We delivered a combined organic and paid social approach across Instagram and Facebook, designed to build awareness, grow a community around the shop, and support crowdfunder donations ahead of launch.

The team had already made a strong start on social and was sharing updates about the journey, but we tightened this by adding more structure, consistency, and a clearer strategy for the content. We created a plan aligned to the campaign goals, shaping what to post, when to post, and how to keep messaging focused on awareness, community building, and encouraging people to support the crowdfunder.

Alongside the organic plan, we ran a Meta Ads campaign to increase visibility and drive awareness and donations. This worked hand in hand with the organic activity, helping the campaign reach new audiences while also driving traffic to the crowdfunder during key moments in the run-up to launch.

The Results

For a six-week campaign, the results were incredibly strong. Overall reach more than doubled, increasing by 124% over the campaign period, and engagement also rose sharply, up by 85%. 

Community growth was another standout outcome. On Facebook, the page grew from 0 to nearly 500 followers in six weeks, creating an immediate base of supporters for the shop. On Instagram, the account gained over 1,100 new followers in just six weeks, helping to build a larger community that can be nurtured through launch and beyond.

Importantly, visibility translated into real support. The campaign helped drive crowdfunding donations worth over £2,000, showing that people did not just like the idea, they were willing to back it financially. Overall, this campaign laid a strong foundation of awareness, community, and momentum to build on as The Cookbook Shop Edinburgh moves towards opening.