When we first met our client, a small collectibles shop, they had what many micro-businesses dream of: a loyal group of customers who loved Warhammer, Rolife, and Gunpla.
The problem? That circle never seemed to grow. Word-of-mouth could only take them so far, and their social media presence—sporadic posts with little engagement—wasn’t bringing in new faces.
Like many micro-sized businesses, they were stretched too thin to run more than the occasional “post randomly” strategy. Without a clear marketing plan, their growth potential was left untapped.
That’s where SynapseBN came in to fix the problem. Sounds simple enough right? (it never is)
Despite having a dedicated following among collectors, the business struggled to reach new buyers and expand their audience beyond their existing niche.
Their brand awareness was limited, making it difficult to attract fresh collectors who might be interested in Warhammer and other collectibles.
In summary, the following are the objectives for us to achieve:
To help the business expand their reach and boost brand awareness, we implemented a multi-pronged strategy designed to grow their presence both online and in-store:
We began first by diving deep into their audience.
Together with the owner and staff members, we identified the kinds of collectors most likely to engage, buy, and stick around.
While there are outliers, there is a consistent pattern towards regulars of the business. That’s who we wanted to hone in.
We don’t want to just attract anyone, but rather the right people.
We focused the content direction towards showcasing product features, storytelling, and community activities.
This will position the shop as the premier beginner-friendly hub for collectibles in the country.
Additionally, a balance of product promotion with community-driven content aims for stronger engagement growth.
To reach beyond their loyal regulars, we launched targeted Meta campaigns that speaks in the customers’ language.
These are low hanging fruits that’s low cost to implement but still adds a bit of flair to the usual “discounted” promotions.
Top-of-funnel ads built awareness and engagement, while retargeting campaigns nudged interested audiences with promotions and limited-time offers.
To bring it all together, we leaned into visual storytelling
This means high-quality photos, community spotlights, and behind-the-scenes moments that made the shop feel less like a store and more like a home for hobbyists.
This ensures we start from a community-first approach in all our content marketing.
To bring the strategy to life, it’s simply a matter of getting things done, consistently and at the highest quality:
A total of 76 pieces of content spread over 6 months. A mix of successful top funnel, highly engaging content to simple product alerts to keep current customers notified.
We identified winning content in the form of community spotlight, group events and player showcase, which we doubled down on.
All content available from our project board which clients have access to for live feedback.
Sticking to the targeted campaign we planned. We found that themed promotions surrounding Limited Time Offers worked best.
Flash sales performs best in retail. Popular ones includes lucky draws to bigger prizes as customer spend is on the higher range.
Also effective are bonuses to in-store credits and FREE game demo, where new players get to have intro sessions for free.
We engaged with the WhatsApp group for in-store get togethers and friendly competition.
This reactivates the already warm audience, which are much easier to convert, to spend again at the store.
The FREE game demo and Learn to Paint workshops bridges newcomers and regulars. Creating a self-nurturing flywheel.
Considered the boring aspect of marketing, monthly updates keeps us on our toes when it comes to adjusting (or event pivoting) strategies.
Focus is more towards reducing CAC for new leads and maintaining the minimal $200 ad budget for the consistent reach month-to-month.
The team also continued to push for content that worked organically. Then rinse and repeat.
Here are the metrics gathered over 6 months of working with us and implementing the strategy:
Their content generated more than 9,500 interactions (likes, comments, shares and saves).
Garnered over 397K reach and their social following grew by 12%.
Saw an increase of 36% year-over-year revenue growth compared to previous period.
Here are more snapshots of the results:
Growth doesn’t just come from promotions—it comes from community building, brand positioning, and consistent engagement. For micro-businesses in niche markets, brand-building often drives long-term growth more than immediate sales tactics.
Inspired by this case study? Check out our other works🔗 with a retail store in the automotive industry.
If you’re a small or micro-business struggling to grow beyond your current circle, we can help. Our Meta marketing strategies are tailored to connect you with the right audience, build your brand, and scale your business sustainably.
📩 Contact us at hello@synapsebn.com for a no-obligation intro call, and we’ll see how we can best serve you!
