CHALLENGE: Faced a crowded social wellness market during COVID-19 with shifting consumer behaviors (+36% supplement use, 52% DTC surge). Needed to engage a dispersed audience, maintain brand authority, and drive distributor activity.

APPROACH: Built a year-long, seasonal social content framework (Reset, Revive, Recharge, Refresh). Leveraged Paid, Owned, Earned channels with: UGC & influencer activations, Episodic series (#TheDoctorIsIn), and Optimized formats: video, carousel, shoppable ads.

RESULTS: Increased social engagement by ~35%, with TikTok and Instagram campaigns outperforming benchmarks.

Distributor leads rose ~25% via targeted ads and UGC activations.

Paid campaigns and shoppable posts drove measurable sales lift (5% gains in under a quarter) while reducing content costs through optimized retargeting and creative testing.

Learned how to turn insights into actionable content, proving strategy can convert engagement into growth for Shaklee.