Instagram Creative Direction & Organic Growth
Maison Mary Jane is a premium CBD brand based in France with 6 in store locations across Calais, Dunkirk, Manosque, Pertuis, Celony, and Bagnols-sur-Cèze.
Their brand is rooted in French cultivation, product purity, and lifestyle integration.
The objective was to elevate the brand’s Instagram presence from a product-heavy feed into a cohesive, editorial brand ecosystem that supports long-term growth across content, SEO, and performance channels.
The Challenge
The Challenge
The previous Instagram grid leaned heavily toward macro product photography and technical visuals, which communicated product quality but lacked emotional resonance and narrative continuity.
While informative, the feed did not fully express the brand’s lifestyle positioning or premium sensibility.
The challenge was to:
Maintain product credibility
Increase brand cohesion
Improve organic discovery
Position the brand beyond a purely functional CBD offering
After: Editorial, Lifestyle-Led & Brand-Cohesive
Creative Direction
Shift from product documentation to brand storytelling
Introduction of lifestyle imagery, interiors, daily rituals, and human touchpoints
Balanced mix of:
Product hero shots
Editorial still lifes
Lifestyle moments (coffee, interiors, city views, hands, environments)
Softer lighting, warmer tones, and controlled negative space
A grid designed for scroll cohesion, not isolated posts
This repositioned Maison Mary Jane as a premium lifestyle brand with CBD at its core, rather than a purely product-driven account.
Organic Performance Results (Last 30 Days)
Following the creative direction update:
7,045 total organic views
+427.3% increase in accounts reached
26.7% of views from non-followers
Content performance breakdown:
Posts: 76.8% of views
Reels: 22.0% of views
The refined art direction is expanding reach beyond the existing follower base.
Increased non-follower views signal improved algorithmic discovery
Static editorial posts are outperforming expectations, validating the strength of visual cohesion over trend-driven content
Growth achieved organically, without paid amplification or virality tactics
This confirms that brand-led creative direction drives sustainable performance.
Outcome?
“Oui, c’est mieuX.”
By evolving Maison Mary Jane’s Instagram from a product-focused feed into a refined, lifestyle-driven brand ecosystem, we increased organic reach by over 400%, expanded non-follower discovery, and positioned the brand for sustainable, long-term growth, without sacrificing authenticity or product credibility.