Royalton Drum Co. came to us as a craft-first startup with beautiful product and no audience, no repeatable content process, and an ecommerce experience that wasn’t set up to convert a surge of attention. We started work in October 2025 and moved from strategy to launch by March 2, 2026. The brief was simple: turn early visibility into a repeatable discovery to commerce pathway without relying on paid ads.

After an audit of assets and goals we built a conversion-first foundation and an audience-first launch plan. On the commerce side we executed a full Shopify refresh, including multiple custom-coded sections to support video, testimonials, FAQs, and conversion flows. We fixed UX issues, added email capture and Shopify flows, and validated Google Merchant Center so Royalton’s drums could appear in high-intent product surfaces.

On the audience side we created and ran a reels-first content strategy for Instagram that cross-posted to TikTok, Facebook, and YouTube. We produced a steady cadence of vertical clips, hero launch films, product closeups, and behind-the-scenes content, and we supplemented client footage with agency-created assets to maintain quality and frequency. To accelerate growth we launched the “Building Our Way to 1K” giveaway and coordinated influencer research, intake processes, and launch-ready assets so earned amplification could be executed quickly.

Result: in the first 30 days after launch the reels-first program drove over 30,000 organic views, produced strong profile traffic, and created meaningful owned signals. With the refreshed Shopify experience, Merchant Center visibility, giveaway mechanics, and influencer infrastructure in place, Royalton moved from viral attention to a repeatable discovery-to-conversion engine the brand can scale.