The Problem
The Challenge
A D2C skincare brand was posting "whenever they felt like it" — no strategy, no consistency, no growth. Their account had 2,200 followers after 18 months. Engagement was below 1%. The founder was convinced "Instagram doesn't work for skincare" — the reality was the strategy didn't work.
Key Insight
"Batching content by format (3 Reels, 2 Carousels, 2 Stories per week) instead of posting randomly doubled the average reach per post."
How We Solved It
Strategy & Execution
Built a 30-day content calendar structured around the 80/20 rule: 80% value content (skincare tips, ingredient explainers, morning routine Reels), 20% promotional (product features, offers). Every week had a fixed content rhythm: Monday Reel, Tuesday Carousel, Thursday Story Poll, Saturday UGC repost, Sunday educational slide.
01
Analysed the brand's top 5 performing posts to understand what format and topic already resonated with their existing audience.
02
Mapped a 4-week content structure: Week 1 (Education), Week 2 (Social Proof), Week 3 (Product), Week 4 (Community).
03
Wrote all 30 captions with primary keywords in the first line, strategic hashtag sets (mix of niche + medium + broad), and a clear CTA.
04
Created a tracker spreadsheet for the client with post dates, format, caption, hashtags, and engagement metrics to fill in daily.
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