Born To Be Free
Born To Be Free, a start-up small-batch skincare company, is on a mission to establish its brand on Instagram and Facebook. Starting from ground zero, Born To Be Free envisions itself as a top competitor in the tallow-based, all-natural skincare industry, aiming to empower consumers to rediscover their freedom in more ways than one.
Timeline
12/27/23 – 5/1/24
Before launching on social media, we decided to hold a photoshoot with Born To Be Free, gathering content for future use and providing us with a range of options for various posts. During the shoot, we incorporated Born To Be Free's branding and captured different shots to illustrate the brand's mission and the couple, Nadja and John, who are behind its beginnings.
Following the shoot, we edited the photos preferred by the brand and began planning posts using a content calendar crafted on Google Sheets. We felt it was highly important to organize content at the beginning stages because we knew the consistency of posting that would be required post-launch.
Content Collection
Tone of Voice and Key Messages
After gathering content, we recognized the importance of establishing a distinct tone of voice and key messages to resonate through our post captions. For the tone, our aim was to make Born To Be Free feel inclusive, community-driven, trustworthy, and personable to our target audience, fostering a sense of belonging much like a tight-knit family.
Some key messages we aimed to portray were:
Customers have the power to reclaim their wellness and freedom.
We are a transparent and sustainable company, always prioritizing the health of our customers and the planet.
Tallow is a secret weapon for skin health, and we source ours from our partnered farm, Redbanks Beef Farm LLC, through the Beef Initiative, which aims to make quality, locally sourced food more accessible to all.
Our products are safe for everyone, including men, women, kids, and even expecting mothers.
We take pride in creating quality products that help our consumers live better and cleaner lives.
Launch
Utilized Social Logo:
Story Highlight Cover - Canva
Created Highlight Cover:
Instagram Appearance:
Looking to boost engagement and raise awareness post-launch, we initiated our first social media campaign called "Freedom Fridays." This weekly initiative served as a platform for the brand to convey how customers could "become one step closer to freedom" through health and wellness tips, an extension of Born To Be Free's clean skincare line.
Additionally, in some posts, we featured shoutouts to some of Born To Be Free's favorite all-natural brands like Bon Charge and Kettle & Fire, prompting these brands to engage with our posts through likes and comments.
“Freedom Fridays”
Meta Business Suite & Meta Commerce Manager
Additionally, we pushed small advertising efforts using Meta Business Suite. This involved boosting photos and reels for a brief period of seven days. We carefully assessed the impact on reach and engagement between boosted and non-boosted posts, while also diving into analytics to identify the best posting times and target demographics.
We also started to use Meta Commerce Manager to sell our products directly on the Instagram and Facebook platforms, allowing us to tag products in posts and for users to "view our shop" while in the app.
We proactively connected with various health and wellness influencers on Instagram, aiming for partnerships and collaborations. These efforts led to meaningful engagements with many businesses and popular users. Due to influencer outreach, Born To Be Free was even featured on Bon Charge's feed and highlighted in the Instagram story of Annie Kunz, an American Olympic track and field athlete.
Influencer Outreach
Results
Starting as bare bones on Instagram and Facebook, Born To Be Free is now flourishing as a brand with its Instagram account having 78 posts and a following of 2,026 engaged users. Additionally, the brand's presence on both Facebook and Instagram has translated into an increase in orders, with April emerging as the busiest month since Born To Be Free's launch.
Observing the remarkable growth of this brand into what it is today has been truly rewarding. We are confident that it will only continue to flourish as more strategic initiatives are introduced, engaging with an even wider audience and establishing Born To Be Free as a leader in tallow-based skincare.