Case Study: Stocking Craft
What I Support
Social Media Management
Content Strategy & Creative Direction
THE CHALLENGE
Stocking Craft is a Connecticut-based e-commerce brand offering Create Your Own Hand-Knit Christmas Stocking Kits— heirloom-quality projects that allow knitters to make personalized stockings to treasure for generations.
In 2025, Stocking Craft launched as a new branch of a long-standing business, Hand Knit Holiday, where founder Meredith and her team continue to sell finished, handcrafted stockings. Both brands share the same legacy of craftsmanship and heart but serve entirely different audiences.
The challenge was starting from scratch. While Hand Knit Holiday had built years of trust, reviews, and referrals, Stocking Craft was an entirely new venture targeting a different market: the knitting community. The goal was to establish brand awareness, build credibility, and connect with a creative, passionate audience eager to make the stockings themselves.
This meant developing an online presence, voice, and community from the ground up while still honoring the brand’s 20-year history, deep artisan roots, and Meredith’s connection to an 86-member women’s knitting cooperative in Ecuador.
MY APPROACH
I partnered with Meredith to bring the heart of Stocking Craft to life online, blending storytelling, education, and authenticity to position the brand as both a heritage craft and a modern creative movement.
We developed a cohesive social media strategy across Instagram, Facebook, TikTok, Pinterest, and YouTube Shorts, with each platform serving a unique role in visibility and engagement.
Instagram focused on storytelling and product education, combining lifestyle visuals with short-form videos that introduced Meredith as a third-generation stocking maker.
TikTok became the strongest community driver, where approachable tutorials, “hot takes,” and behind-the-scenes videos helped knitters discover the brand organically. Educational clips like “The best second knitting project isn’t a scarf—it’s a Christmas stocking” positioned Stocking Craft as both helpful and inspiring.
Pinterest served as a hub for visual inspiration and evergreen traffic, while YouTube Shorts repurposed key video content to reach new audiences.
To authentically capture the story, I conducted an on-site content creation day, filming video tutorials, behind-the-scenes moments, and interviews that showcased the craftsmanship and personality behind the brand.
This mix of education, history, and creative storytelling helped Stocking Craft stand out in a crowded market and form a genuine connection with knitters who were eager to join the tradition.
THE IMPACT
In just 60 days on TikTok, Stocking Craft achieved:
69,000 post views
1,065 profile views
3,782 likes
159 comments
118 shares
258 new followers
For a new brand entering the market, this engagement showed a strong early response and growing community interest in the knitting niche. TikTok quickly became the top-performing platform for driving awareness, community growth, and sales.
Across all platforms, video storytelling built credibility and emotional connection, helping knitters see the value and tradition behind each kit. The brand now has a repeatable content framework that can be expanded year-round.
Most importantly, Stocking Craft’s online presence now mirrors its heart — a bridge between a proud family legacy, a thriving artisan community, and a new generation of makers continuing the tradition.
