Problem Statement:
A health and wellness brand specializing in organic supplements and fitness programs was struggling with low engagement on social media and weak brand awareness. Despite having high-quality products, the company’s social media accounts had stagnant follower growth, low interaction rates, and minimal conversions. Their previous marketing efforts consisted of sporadic posts without a clear content strategy, and their paid ads had a high cost-per-acquisition (CPA) with low ROI.
With increasing competition in the health and wellness industry, the company needed a well-structured social media strategy to:
- Boost engagement on Instagram, Facebook, and TikTok
- Increase brand visibility and authority in the health & fitness niche
- Convert social media followers into paying customers
- Build an organic influencer network to enhance credibility
Solution & Implementation:
1. Audience Research and Market Analysis
Before developing the strategy, we conducted extensive research to understand:
- The brand’s target audience (age, demographics, interests)
- Social media behavior (platform usage, content preferences)
- Key competitors’ strategies and content performance
Using social listening tools like Brandwatch and Hootsuite, we gathered insights into trending topics and hashtags in the wellness industry. Additionally, we conducted a sentiment analysis on existing customer feedback to identify common themes and concerns.
2. Content Strategy Development
To drive engagement and increase brand awareness, we designed a content strategy centered around the following pillars:
- Educational Content: Short videos and infographics on nutrition tips, fitness routines, and supplement benefits
- User-Generated Content (UGC): Encouraging customers to share their fitness journey and product results
- Behind-the-Scenes (BTS) Content: Showcasing the brand’s ethical sourcing, production process, and company culture
- Influencer & Expert Collaborations: Partnering with fitness trainers, nutritionists, and wellness influencers
- Interactive Engagement: Polls, quizzes, live Q&A sessions, and Instagram Story challenges
We planned a consistent posting schedule with a mix of static posts, carousel images, short-form videos (Reels, TikTok), and long-form educational content on YouTube.
3. Influencer Marketing & Partnerships
One of the key elements of our strategy was leveraging micro and macro-influencers to establish trust and increase brand reach. Instead of focusing on high-cost celebrity endorsements, we:
- Identified 20+ micro-influencers (10k-50k followers) with engaged wellness communities
- Partnered with 5 industry experts to co-create valuable content
- Provided influencers with affiliate codes, free products, and commission-based incentives
We used platforms like Upfluence and Heepsy to find and connect with the right influencers.
4. Paid Advertising & Retargeting Strategy
To complement organic growth, we implemented a paid advertising campaign focused on:
- Lookalike Audiences based on past customer behavior
- Retargeting campaigns for website visitors and abandoned carts
- Influencer-led ads showcasing testimonials and product benefits
We optimized ad creatives using A/B testing, ensuring high engagement rates with a lower CPA.
5. Community Engagement & Social Listening
To improve interaction and foster a loyal community, we:
- Responded to 100% of comments and DMs
- Hosted weekly live Q&A sessions
- Used social listening to identify trending topics and address customer concerns in real-time
Results & Impact:
- Engagement increased by 300% (likes, shares, comments) within four months
- Follower count grew by 120% on Instagram and 150% on TikTok
- Social media-driven sales increased by 45%
- Influencer partnerships contributed to a 5x increase in brand mentions
