Photography / Video / Blogs / Email / Social Copy / Social Media Launch
About the brand: Kinloch Wellness is a consumer packaged goods company focused on providing tailored, natural solutions to everyday concerns such as poor sleep, anxiety and stress. Their mission is to support the new era of sustainable health, merging the positive properties of nature with proven science, free of addictive chemicals and harsh side effects.
About the project: I provided invaluable support during the launch of Kinloch wellness social media, collaborating closely with the new social media manager to drive organic growth.
Our primary objective was to leverage the clear brand guidelines to effectively target a distinct audience, offering them valuable content while simultaneously captivating their interest in a product that adheres to stringent regulations. By utilizing the regulatory framework and brand guide, we successfully cultivated a passionate community on social media, thus bolstering the launch of their highly anticipated blog and customer newsletter. The brand is not allowed paid advertising due to the industry, so organic growth is the only allowable connection we could grow with the ideal audience.
Navigating the content creation process in a regulated industry presented a unique challenge. To overcome this, we strategically developed content pillars that perfectly aligned with the audience's interests, while providing value through both education and entertainment.
Content Creation
In addition to providing support for the Kinloch Wellness social media launch, I took on the responsibility of creating compelling content that resonated with their audience across platforms like Instagram, Pinterest, and TikTok. My role extended beyond photography and videography, as I meticulously curated images that aligned seamlessly with their brand guidelines, effectively building an extensive content library.
Recognizing the importance of search engine optimization (SEO), I strategically crafted copy that catered to the needs of the ideal audience. Knowing that they were actively searching for information on similar products and seeking wellness solutions, I implemented targeted keywords and optimized the content to ensure maximum visibility and engagement.
By combining visually captivating media and SEO-driven copywriting, I played a pivotal role in fostering a strong online presence for Kinloch Wellness, effectively attracting and engaging their target audience.
Staying attuned to the latest trends while creating video work for Kinloch Wellness, I remained steadfast in my commitment to effectively communicate with our ideal audience. By consistently exploring emerging trends and understanding what resonated with the brand's target demographic, I ensured that our content remained relevant and engaging.
While embracing new techniques and styles, I always maintained a keen focus on what had proven successful in attracting the brand's audience. This strategic approach allowed us to strike a delicate balance between innovation and familiarity, keeping the essence of the brand intact while continuously captivating the interest of our followers.
SEO informed blog writing, with images, built out in Wix. All blogs shared through social media + email marketing.
Copy Writing / Emails / Blogs
In addition to social content creation, I took on the responsibility of crafting SEO-driven, value-packed captions for Instagram, as well as supporting the launch of their email marketing campaigns tailored to the ideal audience. Recognizing our followers' interest in wellness topics, we strategically designed the Wellness Memo as a drip campaign. Its primary purpose was twofold: not only did it provide valuable content to retain new subscribers on our email list, but it also served as a means to introduce them to the brand and cultivate a path towards conversion.
Within the regulated cannabis industry, direct selling to end-use consumers is prohibited, making it crucial to establish a strong brand relationship. Hence, our demographic included retailers, as their choice to purchase and stock the client's products ultimately determines the access available to end-use consumers. Understanding the existence of these two distinct buyer segments, we tailored our content to address both or segmented them accordingly in our email marketing efforts. Recognizing that retailers value sell-through support, we ensured our content appealed to their needs. Simultaneously, we also considered our audience's likelihood of being new to or less familiar with our non-THC products, which are relatively uncommon in the marketplace.