context
Aesthetician with proven expertise. Social presence failed to reflect authority. Content inconsistent, visual identity unclear, engagement stagnant at 1.1% (below benchmark). Difficult to attract followers and high-value brand partnerships.
strategy
Shifted from sporadic posting to a brand-building engine using a 3-pillar framework. Every touchpoint, from Instagram Stories to Pinterest pins, became intentional, on-brand, and performance-optimised.
Visuals & Identity
Moved from disjointed aesthetic to coherent visual world. Established colour grading, set design, and style guide. Feed became recognisable and credible.
Testing & Optimisation
Implemented test-and-learn model. Built agile content engine per platform, not cross-posted. Ran systematic A/B tests on formats and targeting. Optimised based on what performed.
Analytics & Insight
Used analytics as strategic compass, not vanity metrics. Monthly deep dives into data and competitive landscape revealed untapped opportunities. Pivot: repositioned Pinterest as search-optimised discovery tool. Unlocked high-intent traffic and expanded reach.
deliverables
Brand strategy document
Social strategy framework
Content pillars definition
Platform-specific guidelines
Content calendar template
Performance metrics setup
results
before
after
sol de janiero - gift collab
pixi beauty - gift collab
function of beauty - affiliate programme
farmacy - gift collab
conclusion
The framework turned expertise into a coherent presence that could compete for attention and partnerships.