MAISON
MARYJANE
Instagram Creative Direction & Organic Growth · France
Premium CBD brand with 7 boutiques across France. We transformed a product-heavy Instagram feed into a lifestyle-led editorial ecosystem, growing organic reach by over 400% without a single paid ad.
The Brand
Premium CBD.
French Roots.
Maison MaryJane is a premium CBD brand with 7 boutiques across France: Calais, Saint-Omer, Manosque, Pertuis, Celony, Bagnols-sur-Ceze, and Marseille. Built around French cultivation, product transparency, and a clean lifestyle aesthetic, the brand positions CBD not as a supplement but as a daily ritual.
The product range spans oils, flowers, resins, and wellness accessories, all sourced with a premium sensibility that the stores themselves reflect. Each boutique is a considered retail experience. The brand had real depth. The Instagram did not show it.
The feed leaned product-heavy. It communicated quality but not character. We needed to bring the lifestyle in without losing the credibility of what was already there.
Creative Direction
Lifestyle-led.
Brand-cohesive.
From product documentation to brand storytelling. Real photography, real locations, real moments. Imagery chosen for scroll cohesion, not isolated posts. Every image chosen to reflect the character of the brand and the communities around each boutique.
01 Feed Transformation
Before
After · +427% reach
02 Full Grid View
Maison MaryJane Instagram · full grid
03 Content Samples
We worked closely with the client to produce photography that felt authentic to the brand. Products shot against real location backdrops, in natural light, and shown in use rather than on display. The goal was imagery that a local customer would recognise as part of their world, not a polished studio version of it.
Dunkerque
Marseille
The Numbers
Organic performance
results.
Following the creative direction update, tracked over a 30-day window. Zero paid amplification used at any stage.
In the 30 days following the creative direction update
Increase in total accounts reached vs prior period
Over a quarter of views came from outside the existing audience
Over a quarter of views came from outside the existing audience. None of it was paid. The content just worked.
The Outcome
A feed that once looked like a product catalogue now looks like a brand. 427% more reach. A quarter of views from people who had never heard of them. And a visual identity that actually reflects what walking into one of their boutiques feels like.
Creative direction led by Faye W. · Creative Director, VHS Digital →
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