Project Overview
Dr. Josh Axe is a leader in the health & wellness online space, most well-known for his Nashville Private Practice, his website DrAxe.com, and his NYT Bestseller Eat Dirt.
Then, in 2016 Dr. Axe co-founded Ancient Nutrition. This supplement brand has a mission of helping connect modern lifestyles with ancient nutrients (and they created powdered bone broth and collagen which we all know is super trendy these days!)
As you can imagine, because of these amazing accomplishments and innovations, Dr. Axe and team didn’t have much issue growing an engaged following.
However, the did have one big problem.
Creating content that communities engage with on-platform is one thing, while creating content that encourages your community to make a purchase is a different story.
The Dr. Axe brand and the Ancient Nutrition store needed a collaborative social media strategy that built brand authority, engaged users, and drove transactions.
As I was hired to manage their social media full-time, I came up with a few solutions alongside the team.
We set our sights on the community. Their problems, questions, and shared experiences became the inspiration for our strategy and all the content we created. Paired with quick and helpful community management, this strategy grew an engaged following and drove sales from social media.
But… where to begin?
We followed the pulse of the brand marketing calendar, planning our social content and promotions against other major marketing initiatives.
Translating a brand campaign into a social campaign takes a little bit of time and a lot of creativity (especially in today’s landscape). Social audiences are more tech-savvy and vocal with a higher media literacy. Sharing ads and promotional materials with educated social audiences takes finesse and a keen understanding of the social space.
In order to merge the brand marketing calendar with necessary social media rizz, we built a social media campaign strategy that took every detail of social media marketing into consideration. Through this campaign format we built brand awareness, drove audience interactions, and increased sales from organic social media posts (tracked direct through UTMs).
Project Impact & Analysis:
Over two years of optimizing this campaign formula, we were able to:
- Increase Brand Awareness – 800M+ impressions gained
- Increase Community Size – 2M+ net new followers (filtering spam)
- Increase Consumer Interactions – average engagement rate increased from 3% to 6%
- Expand Our Team – 2 new hires, 3 promotions
Here’s a link to the full case study if you’d like to dive in: How To Increase Engagement By 100x With An Organic Social Media Strategy