Click Through Rate
4–6× above industry benchmark
Leads Generated
From one DM-first campaign strategy
Increase In Reach
Explosive audience visibility growth
Most agencies would have started with content.
We started with architecture.
Before a single post went live, Moxie established the full brand infrastructure — platform strategy across Instagram, Facebook, LinkedIn, and TikTok, a rotating content cadence built around Tracy’s five core practice areas, a defined brand voice (knowledgeable, approachable, witty, empowering), and a paid campaign framework designed to generate qualified leads from day one.
The insight driving all of it:
Tracy’s ideal client — a cannabis dispensary owner, a new liquor license applicant, a creative entrepreneur needing trademark protection — doesn’t search for lawyers the way people search for plumbers.
They need to be educated before they know they need help.
That changed everything about how we built her content and her campaigns.
Moxie built the brand on two parallel tracks: organic authority building and paid lead generation. The goal was not content for content’s sake. It was to create repeated proof of expertise before the audience ever needed to hire her.
On the organic side, Tracy’s presence was developed through a steady cadence of three posts per week across platforms. The content rotated through her core verticals — liquor law, cannabis law, trademarking, licensing, and relevant industry updates — using formats such as carousels, Q&As, educational posts, photos, and reels.
On the paid side, Moxie launched a sequenced Meta ad strategy beginning with “Uncork Your Future,” an eBook built as a lead magnet. From there, the strategy evolved based on real behavioral data rather than static assumptions.
That evolution became one of the most important parts of the engagement.
Because the real value was not in launching campaigns.
It was in knowing when to change them.
As The Client Put It
I didn’t even have an Instagram when we started. Now I have people finding me, messaging me, and actually understanding what I do before we even speak.
Campaign 1 — "Uncork Your Future" eBook (March–June 2025)
The first campaign launched against a zero baseline. No pixel history. No warm audience. No existing data to model from. It didn't matter.
The eBook campaign achieved a 6.00% CTR — performing 4–6x above the industry average of 0.90–1.5% — reaching 23,224 unique individuals and generating 834 link clicks. Over the same 90-day window, organic Facebook reach grew 72,600% to 27,615 unique individuals, with views up 22,000% to 39,093. Instagram reach expanded 2,200% to 2,559 unique individuals.
But here's the more important part. The data told us something the original strategy didn't account for: Tracy's audience wasn't downloading eBooks. They were sliding into DMs.
Most agencies would have kept running the campaign. The numbers looked good. We killed it. We pivoted the entire paid strategy toward driving direct message inquiries — because that's where the actual conversion was happening. That decision is the difference between an agency that reports metrics and one that moves the business.
Campaign 2 — Liquor Licensing Ad (July–August 2025)
With the new DM-first strategy in place, the Liquor Licensing campaign delivered:
Monthly Facebook reach for the period hit 18,338 unique individuals — a 34,500% increase — with content interactions up 1,600%.
Campaign 3 — Trademark Ad (August–September 2025)
The third campaign expanded into Tracy's trademark practice vertical:
Cumulative 90-day Facebook reach across the full engagement: 24,661 unique individuals and 540 link clicks.
Click Through Rate
outperforming industry averages
Leads Generated
From DM-first campaign strategy
Reach Growth
From near-zero to 18,000+ users
Organic Growth
Within 90 days
Many agencies would have kept the campaigns running because the click metrics looked strong. Moxie did the opposite. We shut it down and reoriented the paid strategy around the conversion behavior that was actually happening.
That decision changed the trajectory of the account.
Cannabis and liquor law are both highly regulated. They can be stigmatized depending on the audience, and they are technical enough that weak messaging can erode trust instead of building it. The tone has to be precise. The framing has to be strategic. The content has to educate without becoming inaccessible. That complexity is exactly why the brand architecture mattered so much. Three factors drove the outcome.
The same narrow focus that makes attorney marketing hard made targeting precise. We weren't marketing to everyone. We were building an audience of exactly the right people — cannabis operators, liquor licensees, creative entrepreneurs — and the content cadence was built to speak their language.
The decision to abandon the eBook campaign in favor of DM-driven acquisition wasn't a guess. It was a read. Moxie monitors behavioral signals, not just vanity metrics, and the willingness to change strategy mid-campaign is what separated good numbers from great outcomes.
The goal was never reach for reach's sake. Every piece of content was designed to establish Tracy as the attorney in her space — the one small business owners in the cannabis and alcohol industries find first, trust immediately, and call when the stakes are real.
Starting from zero is not a disadvantage.
It's a clean canvas.
When Moxie builds a brand from scratch, there are no bad habits to undo, no off-brand legacy content to manage, no audience expectations to fight against. There is only the strategy we design and the infrastructure we build.
In five months, Tracy Jong went from no presence to a growing, active audience across four platforms — with paid campaigns consistently outperforming industry benchmarks, a lead pipeline generating qualified inquiries directly into her DMs, and a brand architecture positioned to scale as her practice grows.
The audience exists now because we built it.
The leads are flowing now because we built the system to capture them.
Moxie Creative Studios is a MWBE-certified digital marketing and personal brand authority agency based in Rochester, NY. We build the brand infrastructure that turns experts into authorities.
We empower purpose-driven leaders to embody their vision, command attention, and ignite impactful growth.
