Case 04 / Growth strategy
Abracadabra Play & Café
One class announcement reached 2,831 accounts, more than four times the account’s average, and filled the 4 p.m. ballet class so quickly that the café opened a second one.
- Client
- Family play café
- Location
- Winter Garden, Florida
- Year
- 2026
- Role
- Strategy, social media, design and copy
- Agency
- The Hive Company
01 / The brand
More than a play café.
Abracadabra is a play café in Winter Garden, a family suburb west of Orlando. Kids get an indoor playground, classes like ballet, yoga and painting, and birthday parties, while parents get good coffee and a comfortable place to sit, talk or work.
The business runs on day passes, a $79 monthly membership and private events. It serves local American families and the Brazilian community in west Orlando, so the content is published in English and Portuguese.
02 / The problem
Nobody was talking to the parent.
Families around Winter Garden had two kinds of options. Places like Play Street Museum and Urban Air are built around the child, with timed sessions or high-energy play and little comfort for the adults, while cafés like The Burrow and Three Birds are built for adults who happen to bring their kids.
Price made this harder. Abracadabra’s membership costs $79 a month, so the content had to make that price feel obvious to a parent who could pay $17 for a 90-minute session somewhere else, and describing the play equipment was never going to do that.
03 / The strategy
Play for the kids, peace for the parents.
The strategy placed Abracadabra in the space between those two groups and treated the parent as the primary customer. That promise came from the marketing plan, and every piece of content had to deliver one half of it or both.
The plan was phased. It started with daily foot traffic and local awareness through events, a referral offer and a steady presence in Winter Garden moms’ groups, then moved to reviews, local micro-influencers and partner businesses, with the membership as the long-term goal.
Built around the child
Play Street Museum, Urban Air, Millie Moo’s
Timed sessions and high-energy play, with little comfort for the adults.
Built for both
Abracadabra Play & Café
Play and classes for the kids, coffee and a calm place to sit for the parents.
Built around the adult
The Burrow, Three Birds Café, Oh Hey Café
Cafés where kids are welcome but play is an afterthought.
04 / The work
Brand pillar series.
The offer was broken into five pillars, Play, Party, Pause, Explore and Learn, and each one got a post in its own color from the brand palette, framed by the arch from the logo’s magic door. For a parent seeing the account for the first time, the series reads as a menu of what the café is for.
Pause is the pillar written for the parents themselves, with coffee, conversation and time to work, and it carries the positioning more directly than any caption could.
Editorial calendar.
April ran as five weekly themes and 14 posts, and each post had a set day and time chosen for the moment a parent makes that kind of decision. This was the first week, built around emotional connection.
| When | Format | Post | Why this slot |
|---|---|---|---|
| Mon, Apr 6 9:15 a.m. |
Reel | The invisible momentThe quiet second when a mother realizes she needs to get out of the house. | Monday morning is when the week’s fatigue hits hardest. |
| Wed, Apr 8 8:45 p.m. |
Carousel | The part no one talks aboutWanting to be present and needing a break, and a place where both can happen. | Late evening is when parents scroll slowly and save posts that feel personal. |
| Fri, Apr 10 3:10 p.m. |
Reel | More than playPlay, ballet and coffee shown as part of a normal week instead of a one-off outing. | Friday afternoon is when families decide what to do on the weekend. |
Easter event carousel.
The Easter event was announced with a cover post and a carousel that opens on a question, answers it on the next slide, and then gives the date and the activities. Each slide leaves the reader one reason to swipe to the next.
Launches and campaigns.
The ballet launch presented the classes as something a parent can trust inside a space they already know, and the anniversary campaign used the café’s first year to push play passes and membership savings.
Performance audit.
An audit in April covered 20 posts from March and April and measured reach, shares and saves rather than likes. The account had about 5,300 followers and averaged 660 accounts reached per post.
Posts that launched something parents value, like the ballet classes, and events with a complete experience, like the egg hunt and the spa day, did far better than the rest. Text-heavy posts about motherhood and partner announcements with generic images fell below the average, which pointed toward turning those topics into Reels that show the experience happening.
Accounts reached per post, March and April 2026
- Ballet classes launchImage2,831
- Easter egg hunt announcementImage1,483
- Ballet class in actionReel1,460
- Horizon West FestReel1,122
- Spa day eventCarousel1,121
- St. Patrick’s DayImage816
- Expo Brasil OrlandoReel803
- Why moms love AbracadabraCarousel743
- Membership at $79 a monthCarousel671
- A customer’s birthday partyCarousel650
- Women’s DayImage544
- Cleaning and hygieneCarousel448
- Birthday party packagesCarousel391
- Easter recapCarousel290
05 / Results
- 2,831accounts reached by the ballet classes launch
- 4.3×the account’s average reach per post
- 30shares, the most of any post in the audit
- 2ballet classes, after the 4 p.m. class sold out
The ballet launch turned a single post into a second weekly class for the café. The Easter egg hunt announcement reached 1,483 accounts, more than twice the average, and the Reel of a ballet class in progress reached 1,460 with 21 shares.
06 / Next cycle
The audit ended with a plan for the next cycle.