Case Study
About the Client
Be & Beyond
The Brand
A holistic wellness and manifestation coaching brand using Instagram to build a community, increase awareness, and drive registrations for free and paid workshops and courses.
The Goal
Develop a strong Instagram presence that:
- Increases brand and community awareness
- Builds a relevant follower base
- Encourages website visits and course registrations
The Client Brief
Create organic, conversational content centred around casual talking-head videos, supported by relevant overlay footage and visual elements.
Strategy and Execution
The Brand
Young professionals through middle-aged audiences with an interest in personal and professional growth, reflecting the brand’s focus on self-development.
STRATEGY
- Warm, professional lighting to create a welcoming and safe visual identity.
- Attention-grabbing hooks to capture interest within the first few seconds of video content.
- Consistent brand colours and visual code across static posts.
- Adapted the content format by the client to make it more conversational and authentic.
Results & Follow up
VIEWS
60,000+
Over 3 months
BEST PERFORMING REEL
28k views, 300+ likes,
50+ shares
FOLLOWERS
500+
Over 3 months
WORKSHOP SIGNUPS
200+
Over 3 months
STRATEGY
As a new brand, the social media channel was built from the ground up with the goal of establishing an initial audience, increasing visibility, and generating potential leads. The strategy served as a pilot to test content formats, visual direction, production techniques, and audience targeting. Insights from the pilot helped shape the brand’s social presence and establish a stronger foundation for future growth, with early engagement demonstrating the effectiveness of the approach.
REVISING STRATEGY
Monitored patterns across content themes, posting times, captions, and video lengths to identify what resonated most with the audience and performed best. These insights were then used to refine upcoming content and improve overall performance.
Recommendations
1
Introduce paid social to increase reach
While the pilot proved organic content works well with the audience, boosting the best performing content and running ads on workshops with a small budget would extend reach faster than algorithm-dependent organic content alone.
2
Free-to-Paid Conversion Funnel
200+ free workshop sign-ups is a strong top-of-funnel result, but a mechanism to convert those attendees into paid course/workshop customers is crucial for long term growth. Effective strategies are follow-up emails or retargeting ads aimed specifically at free workshop attendees.
3
Expand beyond Instagram to LinkedIn
Since the brand’s primary target audience is young and experienced professionals, LinkedIn is a great platform to reach them with similar content.
4
Add Social Proof / UGC
With the brand still new, testimonials from the 65 workshop attendees (quotes, short video reactions, before/after mindset shifts) would build trust and credibility for prospective sign-ups who haven’t experienced the brand yet.
