Wellness Brand Case Study #1

Growing an Online Yoga & Wellness Brand Through Strategic Content

Overview

  • Client Type: Online Yoga Brand (Courses + Wellness Retreats)

  • Services Provided: Content Strategy, Social Media Management, Email Campaigns

  • Timeline: 6 Months

  • Objective: Increase sign-ups for digital courses and retreats while building brand consistency across platforms.

The Challenge

The client had a strong reputation in the yoga space but struggled with:

  • Inconsistent messaging around online offerings

  • Low retreat awareness despite high interest

  • Stagnant growth on Instagram and email lists

  • Lack of a clear content system that aligned with launches and seasonal themes

The Strategy

Developed a full-funnel content strategy that prioritized:

  • Content Pillars: Education, Community, Lifestyle, and Launches

  • Monthly Calendars: Built in Airtable to guide visual, written, and video content

  • Multi-Channel Approach: Integrated storytelling across Instagram, Facebook, email, and the website

  • Lead-Up Campaigns: Designed high-converting sequences for course and retreat launches (including waitlist emails, testimonials, and behind-the-scenes Reels)

  • Evergreen Content: Created a library of assets for passive growth and future reuse

Execution

  • Social Media: Scheduled and posted 4–5x per week (Reels, carousels, quotes, testimonials, behind-the-scenes)

  • Email Marketing: Wrote bi-weekly newsletters and 3-part launch email sequences

  • Storytelling: Humanized the brand voice to feel warm, expert, and grounded

  • Launch Support: Created countdowns, video teasers, and clear CTAs for each campaign

  • Community Building: Engaged followers via Stories, polls, and personalized DMs

Results

  • +63% increase in course sign-ups

  • 4x increase in retreat inquiries with two retreats sold out

  • 87% increase in Instagram engagement rate

  • 2x growth in DMs and email replies, leading to deeper connection and conversion

  • Created a repeatable launch and content system the brand continues to use

Tools Used

  • Instagram, Facebook, Klaviyo

  • Canva Pro, Adobe Lightroom

  • CapCut (for video edits), Notion (for planning)

  • ManyChat for DM response/capture