Patisserie Valerie
Influencers, email and every seasonal campaign for a UK patisserie brand, over 2 years
A much-loved UK patisserie and cafe brand, from April 2024: what began as social and email execution grew into a multi-channel marketing operation, an influencer ecosystem across the UK and Ireland, brand collaborations, every seasonal campaign for 2 years, and email as a revenue channel, run by Eda with a team of 4 to 5 behind her.
- 12024Social and email execution, first influencer outreach, early seasonal planning.
- 22025Full influencer pipelines, collaborations, the seasonal calendar, revenue email, a team.
A national brand with cafes across the UK and a seasonal moment to sell every month: creators to keep finding, emails to keep sending, collaborations to land, a new market in Ireland to open, and a small team to run so all of it happened on time.
HYLN's part: Eda ran the account from April 2024, first as the brand's marketing lead and then within the studio, with a team of 4 to 5 behind her. Figures are from her December 2025 performance review of the account.
Build each channel as a system that runs predictably, then lead every seasonal moment across all of them at once.
The influencer ecosystem: sourcing, outreach, briefing, logistics, content tracking, follow-ups and reporting, built end to end and scaled across the UK, Ireland and niche food and lifestyle creators, in continuous batches through the year. Monthly influencer content reached 50,000 to 140,000+ views.
Brand collaborations and giveaways with aligned partners, Nurtured in Norfolk, Freedom Confectionery, Boddington's Preserves, Cheshire Cheese Company and Virgin Wines among them: 62,285+ total reach and 891+ new followers directly attributed.
Every seasonal campaign for 2 years: Valentine's Day, Mother's Day, Ramadan, Easter, spring weddings, the summer and autumn collections, the Ireland market launch, Halloween, Black Friday and Christmas. Planning and messaging, influencer coordination, the email calendar, the social content, cross-team coordination and the post-campaign read.
Email as a revenue channel: open rates consistently between 48% and 65%, individual campaigns generating £3,000 to £6,400+, £57,400 in email-driven revenue in November 2025, and £13,808 from the Black Friday sequence.
Social: reach of 10,000 to 25,000+ on key posts across Instagram and Facebook, around 1.3% monthly follower growth, and a stable, repeatable content structure.
The operation: a team of 4 to 5 covering influencer coordination, content, email and project management, with strategy, quality control and delivery overseen by Eda.
A channel becomes a result when it runs without being pushed. The influencer system, the email calendar and the seasonal plan each became predictable first, and the numbers followed; the same brand, 2 years on, was a different marketing operation.
