DEVELOPING A social media STRATEGY
Industry
Marketing
Client
The Lane
Type of Project
Creative task
Date
May 2025
Create and submit a creative task to The Lane, a luxury digital magazine and creative agency that reimagines weddings and events through the lens of fashion, art, interiors, and travel.
THE BRIEF
The Lane wants a creative task done, demonstrating understanding of their visual identity and how one might elevate/hone in on this further for stronger performance. Use data and insights to form strategic and innovative ideas to grow and engage The Lane audience, as well as key performance drivers/metrics to fuel overall The Lane business performance.
THE TASK
Browse through The Lane to get a deeper understanding of the brand and aesthetic. Curate a:
● Sample Instagram grid for The Lane with 12-15 squares and captions
● A sample weekly story plan.
Avoid using imagery that has previously been published on The Lane Instagram account.
THE AUDIENCE
The Lane targets a modern, style-conscious demographic of women between 25-40, are in a mid-to-high income bracket, and situated mainly in Australia, Europe, and North America.
INSTAGRAM GRID PROPOSAL: THE QUEEN'S GAMBIT
INSTAGRAM GRID PROPOSAL:
THE QUEEN'S GAMBIT
INSTAGRAM GRID PROPOSAL:
THE QUEEN'S GAMBIT
INSTAGRAM GRID STRATEGY
The reason this works is that it strikingly mirrors a chessboard pattern while also letting each photo breathe and stand on its own. The contrast invites curiosity and exploration.
Monochrome shots (B)
● Strictly greyscale, black-and-white
● Alternate between wide-angle landscape shots (wedding venues, architecture) and close-up detail shots (bouquets, tulle veils)
● High-contrast lighting, grainy textures
● Timeless, cinematic
● Stillness meets motion: windswept hair, billowing fabric
● Candid, artistic poses cast with dramatic shadows
Coloured shots (C)
● Stick to 3–5 tones max (birchwood, ivory, soft taupe, beige, bone)
● Powerful, assertive poses that command a room: portray a queen
● Models sitting on a throne-like chair, models with eyes-closed and a slight head-tilt, models clad in jewellery as if like armour
● Regal, commanding, inspiring power and poise
● Lifestyle shots with natural sunlight or soft studio lighting
INSTAGRAM GRID STRATEGY
The reason this works is that it strikingly mirrors a chessboard pattern while also letting each photo breathe and stand on its own. The contrast invites curiosity and exploration.
Monochrome shots (B)
● Strictly greyscale, black-and-white
● Alternate between wide-angle landscape shots (wedding venues, architecture) and close-up detail shots (bouquets, tulle veils)
● High-contrast lighting, grainy textures
● Timeless, cinematic
● Stillness meets motion: windswept hair, billowing fabric
● Candid, artistic poses cast with dramatic shadows
Coloured shots (C)
● Stick to 3–5 tones max (birchwood, ivory, soft taupe, beige, bone)
● Powerful, assertive poses that command a room: portray a queen
● Models sitting on a throne-like chair, models with eyes-closed and a slight head-tilt, clad in armour-like jewellery
● Regal, commanding, inspiring power and poise
● Lifestyle shots with natural sunlight or soft studio lighting
WEEKLY STORY PLAN PROPOSAL
WEEKLY STORY PLAN PROPOSAL
MON
MON
MON
TUE
TUE
TUE
WED
WED
THU
THU
WED
THURS
FRI
FRI
FRI
SAT
SAT
SAT
SUN
SUN
SUN
WEEKLY STORY PLAN STRATEGY
We want to reinforce the concept of the queen seizing her place on the chessboard. Repetition of the theme (alternating between black and colour) solidifies the concept beyond just visuals. This plan is formulated with strategic insight based off data on social media performance to elevate brand identity and engagement.
MONDAY
POWER WORD OF THE WEEK
Feature a powerful word that empowers the bride to be a queen, such as ILLUMINATE, REIGN, or COMMAND. Behind the word is a photo of a model in a dress that is animated with a slow pan/drift to create the illusion of movement.
Strategy: The first story of the week sets the tone. Stories in motion increase reach to 80% compared to static.
MONDAY
POWER WORD OF THE WEEK
Feature a powerful word that empowers the bride to be a queen, such as ILLUMINATE, REIGN, or COMMAND. Behind the word is a photo of a model in a dress that is animated with a slow pan/drift to create the illusion of movement.
Strategy: The first story of the week sets the tone. Stories in motion increase reach to 80% compared to static.
MONDAY
POWER WORD OF THE WEEK
Feature a powerful word that empowers the bride to be a queen, such as ILLUMINATE, REIGN, or COMMAND. Behind the word is a photo of a model in a dress that is animated with a slow pan/drift to create the illusion of movement.
Strategy: The first story of the week sets the tone. Stories in motion increase reach to 80% compared to static.
TUESDAY
ENGAGEMENT POLL
Highlight a component of a bridal fit. CTA is an emoji slider poll that says: “Fit for a Queen?” 👑
Strategy: Assert our authority as a thought leader in fashion. Interactive tools like polls and sliders boost engagement by 23%.
TUESDAY
ENGAGEMENT POLL
Highlight a component of a bridal fit. CTA is an emoji slider poll that says: “Fit for a Queen?” 👑
Strategy: Assert our authority as a thought leader in fashion. Interactive tools like polls and sliders boost engagement by 23%.
TUESDAY
ENGAGEMENT POLL
Highlight a component of a bridal fit. CTA is an emoji slider poll that says: “Fit for a Queen?” 👑
Strategy: Assert our authority as a thought leader in fashion. Interactive tools like polls and sliders boost engagement by 23%.
WEDNESDAY
CHOOSE YOUR MOVE
Prompt decisions, opinions, and debate in a chess-inspired “choose your move” story. Post 4–6 slides with a question on each.
Strategy: Wednesday is midweek and incites peak engagement. Post multiple stories that encourage dwelling and forward tapping to take full advantage of Instagram’s viewing algorithm.
WEDNESDAY
CHOOSE YOUR MOVE
Prompt decisions, opinions, and debate in a chess-inspired “choose your move” story. Post 4–6 slides with a question on each.
Strategy: Wednesday is midweek and incites peak engagement. Post multiple stories that encourage dwelling and forward tapping to take full advantage of Instagram’s viewing algorithm.
WEDNESDAY
CHOOSE YOUR MOVE
Prompt decisions, opinions, and debate in a chess-inspired “choose your move” story. Post 4–6 slides with a question on each.
Strategy: Wednesday is midweek and incites peak engagement. Post multiple stories that encourage dwelling and forward tapping to take full advantage of Instagram’s viewing algorithm.
THURSDAY
FIT ANALYSIS
One iconic photo from the grid gets elevated and “explained”: show a full image with a headline in bold typography overlay. Add design notes about why it works (lighting, styling, material, composition).
Strategy: Positions The Lane as an expert in fashion styling. Combining fashion styling with industry-expert advice is what gets shares.
THURSDAY
FIT ANALYSIS
One iconic photo from the grid gets elevated and “explained”: show a full image with a headline in bold typography overlay. Add design notes about why it works (lighting, styling, material, composition).
Strategy: Positions The Lane as an expert in fashion styling. Combining fashion styling with industry-expert advice is what gets shares.
THURSDAY
FIT ANALYSIS
One iconic photo from the grid gets elevated and “explained”: show a full image with a headline in bold typography overlay. Add design notes about why it works (lighting, styling, material, composition).
Strategy: Positions The Lane as an expert in fashion styling. Combining fashion styling with industry-expert advice is what gets shares.
FRIDAY
ATELIER
Behind-the-scenes look into the craftsmanship and artisan work featured in the grid (3-5 slides). Show a macro shot of a specific element such as textures, beading, lacing. Feature a quote from a designer for the title slide. The following slides expand on the BTS craftsmanship.
Strategy: Close-up content leads to a longer user dwelling duration. Educational content drives shares and saves.
FRIDAY
ATELIER
Behind-the-scenes look into the craftsmanship and artisan work featured in the grid (3-5 slides). Show a macro shot of a specific element such as textures, beading, lacing. Feature a quote from a designer for the title slide. The following slides expand on the BTS craftsmanship.
Strategy: Close-up content leads to a longer user dwelling duration. Educational content drives shares and saves.
FRIDAY
ATELIER
Behind-the-scenes look into the craftsmanship and artisan work featured in the grid (3-5 slides). Show a macro shot of a specific element such as textures, beading, lacing. Feature a quote from a designer for the title slide. The following slides expand on the BTS craftsmanship.
Strategy: Close-up content leads to a longer user dwelling duration. Educational content drives shares and saves.
SATURDAY
QUEEN'S COURT
Focus on wedding venues: show beautiful architecture and landscapes. Suggest garden pathways, European chapels, babbling brooks, dream villas. Post 5-second moving stills with motion overlays.
Strategy: Build desire and appeal to couples planning destination weddings and honeymoons. Video content performs 48% better than stills.
SATURDAY
QUEEN'S COURT
Focus on wedding venues: show beautiful architecture and landscapes. Suggest garden pathways, European chapels, babbling brooks, dream villas. Post 5-second moving stills with motion overlays.
Strategy: Build desire and appeal to couples planning destination weddings and honeymoons. Video content performs 48% better than stills.
SATURDAY
QUEEN'S COURT
Focus on wedding venues: show beautiful architecture and landscapes. Suggest garden pathways, European chapels, babbling brooks, dream villas. Post 5-second moving stills with motion overlays.
Strategy: Build desire and appeal to couples planning destination weddings and honeymoons. Video content performs 48% better than stills.
SUNDAY
STUDY THE BOARD
Educational content and advice on all things wedding, bridal, style, venue, etiquette, colour, or photography-related. Introduce the topic of this week with a CTA leading to the principal post/article/blog.
Strategy: We capitalize on engagement trends while reinforcing our authority as an expert and pushing the “queen energy” we’ve been building all week. This type of content builds long-term brand trust and often gets shared/saved.
SUNDAY
STUDY THE BOARD
Educational content and advice on all things wedding, bridal, style, venue, etiquette, colour, or photography-related. Introduce the topic of this week with a CTA leading to the principal post/article/blog.
Strategy: We capitalize on engagement trends while reinforcing our authority as an expert and pushing the “queen energy” we’ve been building all week. This type of content builds long-term brand trust and often gets shared/saved.
SUNDAY
STUDY THE BOARD
Educational content and advice on all things wedding, bridal, style, venue, etiquette, colour, or photography-related. Introduce the topic of this week with a CTA leading to the principal post/article/blog.
Strategy: We capitalize on engagement trends while reinforcing our authority as an expert and pushing the “queen energy” we’ve been building all week. This type of content builds long-term brand trust and often gets shared/saved.
PROGRAMS USED:
PHOTOSHOP
INDESIGN
CANVA
PHOTOSHOP
INDESIGN
CANVA
PHOTOSHOP
INDESIGN
CANVA
PHOTOSHOP
INDESIGN
CANVA
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