Rosemary Social Builds Miami Brands Through Storytelling
University of Miami graduates Lilly Kraus and Paige Mason have turned a college connection into Rosemary Social, a Miami social media agency focused on strategy, content creation, influencer partnerships, and brand storytelling. The company works with local businesses to develop their online presence while tailoring content to Miami’s varied neighborhoods and audiences.
From Classmates to Co-Founders
Kraus and Mason met while taking a social media course at the University of Miami. Their classroom conversations about content, strategy, and storytelling eventually developed into a friendship and, during their senior year, a business.
Rosemary Social started with a single client. Additional accounts followed, and by the time Kraus and Mason graduated, the agency was already operating.
Their work centers on a challenge familiar to many business owners: maintaining an active social media presence while managing day-to-day operations. Rosemary Social handles areas including social media strategy, content production, influencer partnerships, and broader brand storytelling.
The agency’s approach is particularly relevant in Miami, where restaurants, wellness businesses, real estate companies, retailers, hospitality brands, and professional services compete for attention both online and within their individual communities.
Marketing Across Miami’s Neighborhoods
Kraus and Mason view Miami not as a single marketing audience but as a collection of distinct communities. Brickell, Coconut Grove, Wynwood, Coral Gables, the Miami Design District, Midtown, South Beach, and Little River each attract different audiences and have their own identities.
Those distinctions influence how Rosemary Social develops strategies for its clients. Rather than applying the same content formula across accounts, the founders consider the individual business, its customers, its location, and the platforms its audience uses.
“A strategy that works for one business isn’t necessarily going to work for another,” Kraus and Mason said. “Success comes from understanding who you’re trying to reach, where they’re spending their time, and how they discover and interact with new businesses.”
The agency also considers how platforms serve different stages of customer discovery. Potential customers may encounter a restaurant through Instagram, find a real estate professional on LinkedIn, or discover a local retailer through TikTok before ever interacting with the business in person.
As Rosemary Social expands its work in Miami, Kraus and Mason plan to continue focusing on strategies built around individual brands and the local communities they serve.
To learn more about Rosemary Social, visit the agency’s website or follow @wearerosemarysocial on Instagram.