How we turned a beloved local ice cream parlour's sleepy social channels into a high-engagement community of 14,000 — and kept the tills ringing all year round.
Wobble & Co. had already built something genuinely special. Their handmade ice cream and ever-changing flavour boards had earned them a loyal local following and glowing word-of-mouth across Cromer and the surrounding Norfolk villages. On weekends in summer, the queue stretched down the street.
But their social media was an afterthought. A photo of a sundae posted once a fortnight. A half-completed Facebook page. No consistent voice, no strategy, and a follower count that hadn't moved in two years. Their online presence didn't come close to reflecting the energy, joy, and quality that customers experienced in person.
Owner Priya Sharma approached Deben Digital with a frank brief: she knew social media was where her customers lived, but she had no time, no plan, and no idea where to start. She just wanted it done — brilliantly.
Before creating a single post, we spent two weeks immersed in Wobble & Co.'s world — visiting the parlour, speaking to regulars, studying competitors, and mapping the seasonal peaks and troughs that defined their trading year. Our strategy was built around four content pillars, each serving a distinct audience purpose.
New flavours, behind-the-scenes making videos, and sensory content designed to stop the scroll and make people feel genuinely excited. Our highest-reach pillar — pure entertainment value.
Re-sharing customer photos, running flavour polls, celebrating regulars by name, and creating shareable moments that made Wobble fans feel like part of something special. Drove the highest engagement of any pillar.
A full seasonal content calendar — from Valentine's specials and Easter sundaes to autumn flavours and Christmas gifting — that gave Wobble & Co. relevance and footfall drivers throughout the year, not just in summer.
Flavour facts, sourcing stories, the "why" behind each ingredient, and Priya's personal journey as a maker. Built brand depth and trust that positioned Wobble & Co. as genuinely artisan, not just another dessert shop.
Every piece of content was written, designed, and scheduled by Deben Digital — from the copy and hashtags to the visual layout and posting time. Here's a selection of top-performing posts across the first six months, with real engagement figures.
A sample from our Month 4 calendar — October — showing how we maintained posting frequency, platform variety, and content pillar balance through the quieter autumn trading period, actively driving footfall with timely seasonal hooks.
| Date | Platform | Type | Content & Caption | Pillar | Result |
|---|---|---|---|---|---|
| — Week 1 · 1–7 October | |||||
Tue 1 Oct Tuesday |
Static Post |
October is here and so is our Spiced Pumpkin & Maple scoop 🎃 Back by popular demand for 4 weeks only. Come find us before it's gone.
Goal: Drive footfall for new autumn flavour launch
|
Joy & Discovery | 2,841 reach 412 likes · 67 comments |
|
Wed 2 Oct Wednesday |
🎵 TikTok | Video Reel |
Behind-the-scenes: churning a new autumn batch from scratch. Priya voiceover. Trending audio. #IceCreamTok #NorfolkBusiness
Goal: Reach new audiences via TikTok algorithm
|
Joy & Discovery | 18,400 views 1,241 likes · 88 shares |
Fri 4 Oct Friday |
Poll |
November flavour vote is OPEN 🗳️ We're choosing between Gingerbread Latte or Dark Chocolate & Sea Salt — you decide! Poll closes Sunday.
Goal: Engagement + community ownership of product decisions
|
Community | 4,102 reach 2,187 votes · 301 comments |
|
Sun 6 Oct Sunday |
Story |
Poll result reveal — Gingerbread Latte wins with 61%! 🎉 Story countdown to its launch on 1st November. Swipe up to set a reminder.
Goal: Maintain engagement momentum post-poll
|
Community | 1,840 story views 214 link taps |
|
| — Week 2 · 8–14 October | |||||
Mon 7 Oct Monday |
Static Post |
October fact 🍂 We use 40% more cream in our autumn batches for that extra-thick, cosy texture. Science? No. Just love.
Goal: Brand depth, shareability, education pillar
|
Education | 3,210 reach 687 likes · 92 shares |
|
Thu 10 Oct Thursday |
🎵 TikTok | Video Reel |
"We asked 100 people what their comfort food was. Here's what they said — and why ice cream made the top 3 in October." Duet-friendly format. #ComfortFood
Goal: Viral potential via shareable / duet-friendly format
|
Community | 31,200 views 2,880 likes · 441 shares |
Sat 12 Oct Saturday |
UGC Reshare |
A Sunday visit from the Patel family 🧡 "Three generations, one ice cream parlour, zero complaints." This is exactly why we do what we do. Tag us in your Wobble moments!
Goal: Emotional brand connection, encourage UGC submissions
|
Community | 5,840 reach 1,102 likes · 248 comments |
|
| — Week 3 · 15–21 October | |||||
Tue 15 Oct Tuesday |
Reel |
POV: You just discovered Wobble & Co. exists. 😮 Trending audio + walk-through of the parlour. First impressions format. #NorfolkHidden #CromerEats
Goal: New customer discovery, local SEO boost via location tags
|
Joy & Discovery | 22,400 reach 1,680 likes · 214 saves |
|
Thu 17 Oct Thursday |
Static Post |
Half term is coming! 🍂 Bring the kids for a free extra scoop on your first visit 28 Oct – 1 Nov. Just show this post at the counter. No catch. Just wobble.
Goal: Drive half-term footfall, reward Facebook followers
|
Seasonal | 7,210 reach 841 shares · 302 comments |
|
Sat 19 Oct Saturday |
Story Series |
5-slide Story series: "A day in Priya's life — from 5am batch to 5pm close." Personal, authentic, unscripted. Poll: Should we do more behind-the-scenes? (94% Yes)
Goal: Humanise brand, drive profile follows from story viewers
|
Education + Story | 3,410 story views +287 new followers |
|
| — Week 4 · 22–31 October | |||||
Mon 21 Oct Monday |
🎵 TikTok | Video Reel |
Halloween special: "Which ice cream flavour matches your Halloween costume?" Interactive trend. Filmed in-parlour with staff in costumes. #HalloweenTikTok
Goal: Ride seasonal trend for maximum organic reach
|
Seasonal | 67,100 views 5,840 likes · 1,102 shares |
Wed 23 Oct Wednesday |
Static Post |
🎃 BOO! Our Halloween Sundae is here: Black sesame ice cream, blood orange coulis, crushed meringue ghosts. This week only. Available from Thursday.
Goal: Drive weekend footfall with limited-time urgency
|
Seasonal | 18,400 reach 2,104 likes · 387 comments |
|
Fri 25 Oct Friday |
UGC + Event |
Half term starts TODAY! 🍂 The free extra scoop deal is live all week. We've already had 60 families through the door this morning — come join us! Tag a friend who needs a Wobble.
Goal: Real-time social proof, drive urgency and footfall
|
Community | 9,840 reach 1,240 tags · 408 comments |
|
Thu 31 Oct Halloween |
Reel |
Halloween wrap-up: best customer costumes, best sundae photos, final day of the special. "See you in November with something even more special… 🎄" Teaser close.
Goal: End-of-month content, Christmas teaser for November
|
Seasonal + Community | 14,200 reach 1,840 likes · 312 comments |
|
"I gave Deben Digital a brief that was basically 'make us look as good online as we taste in real life.' They absolutely delivered. Within six months our Instagram following had grown from 612 to over 8,000 — and I genuinely can't keep up with the footfall on the days they post. It's transformed how people find us."
All figures drawn from native platform analytics (Instagram Insights, Facebook Business Suite, TikTok Analytics) and Priya's own footfall records. Comparisons are made against the 12-month period prior to Deben Digital's involvement.
From 612 to 14,200 followers — entirely organic, no paid follower campaigns. Pure content quality.
Minimum 12 posts per week across Instagram, Facebook and TikTok — every one written, designed and scheduled by us
No paid follower growth, no boosted posts. 2.1 million impressions and 14,200 followers — all earned through strategy and craft.
| Service | What was delivered each month | Volume | Included |
|---|---|---|---|
| Content Strategy | Monthly strategy call, content pillar review, seasonal planning and competitor analysis | 1 × per month | ✓ |
| Content Calendar | Full 4-week calendar built, approved, and scheduled — every post mapped to a pillar and goal | Minimum 48 posts/month | ✓ |
| Copywriting | Every caption, hashtag set, and call-to-action written in Wobble & Co.'s brand voice | All posts | ✓ |
| Graphic Design | All static post artwork, Story templates, poll graphics, and seasonal creative | All posts | ✓ |
| Video Editing | Reels and TikToks edited from Priya's raw footage, with trending audio and captions added | 8–12 × per month | ✓ |
| Scheduling & Publishing | All content scheduled at optimal times based on audience insight data | All posts | ✓ |
| Community Management | Comments responded to within 2 hours during business hours; DMs monitored daily | Daily | ✓ |
| Monthly Reporting | Plain-English performance report: reach, engagement, follower growth, top posts, and recommendations | 1 × per month | ✓ |