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Selected work
Case studies
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How I approach a campaign
Stëlz · Self-initiated concept
Claim Jouw Smaak
A full launch campaign for a community-chosen flavour, built on a fictional brief. RN Agency has not worked for Stëlz; the case shows my process from start to finish.
Market & competitor analysis
Target audience
Concept
Media plan
Creatives
KPIs
Explore the full campaign →
Contact
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Got an idea, a goal or just a feeling that your brand could do more? I’d love to hear about it! Not sure yet what you need, or looking for something that isn’t listed? There’s always room to spar together, and we’ll figure it out.
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The strategy: three content layers
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fxSWP Instagram Content Calendar · 1x per week
SWP Instagram Strategy · Three content layers (brandbook)
Layer
What it is
Formats in the calendar
Role in the feed
Layer 1 · Emotion
Atmosphere, energy, people at their best. No explanation, pure feeling: “FOMO without words.”
Photos, videos, carousels, dance moments, events
Shows the joy and energy of working at SWP.
Layer 2 · Values
One sentence on how we see the craft, as a graphic post in green or dark. “Hospitality isn’t a side job, it’s a craft.”
Hygiene posts: Served With Passion, Hospitality isn’t a side job, Every shift. Every event. With passion.
Makes explicit what we stand for as professionals.
Layer 3 · Proof
Not a job ad, but evidence of the story: mentor stories, people who have grown.
Employee quotes (Kirsten, Romy), fact posts (Skills & Hygiene pillar)
Proves this isn’t marketing talk but the real experience of the people who work here.
Topic
Guideline
Mission
SWP shows that real quality in hospitality starts with people who work with joy, responsibility and craftsmanship.
Vision
“Hospitality isn’t a side job, but a true craft”, creating a movement where people grow, relationships deepen and standards rise. Statements like “we’re building a movement” may return literally in the content.
Core brief
FOMO: not explaining why people should work at SWP, but showing what they miss. Layer 1 shows it without words; layer 2 says in one sentence what SWP believes, without ever asking anyone to apply.
Frequency
1× per week, 4× per month. Structure in when we post, variation in what we post: the frequency is fixed, the content and order are not.
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SWP Instagram Content Calendar · 1x per week
Day▼
Date▼
Time▼
Type▼
Image▼
Pillar▼
Colour / Light▼
Gender▼
Count▼
Content▼
Caption (Gen Z)▼
Caption 2 (engagement)▼
Why it works (mission / vision + pillar)▼
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WE’RE BUILDING
A MOVEMENT.Where people grow, relationships
deepen and standards rise.
A MOVEMENT.Where people grow, relationships
deepen and standards rise.
“Through the app I can plan my own week and work whenever I want.Romy
DID YOU KNOW?ALWAYS SERVE AND
POUR FROM THE RIGHT.A small detail that makes
a big difference.
POUR FROM THE RIGHT.A small detail that makes
a big difference.
To follow
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◀▶
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Excerpt from the live calendar, which runs through December 2027. Captions translated from Dutch.