The Well had many offerings but no unified social presence. Social was limited to graphic and text-based posts, with little video and no comprehensive strategy. The brand needed high-quality content that represented every facet of the business (Café, Spa, Movement, Product, Education), established it as a wellness leader, and built community both online and in person.

• Build a repeatable, cross-channel content systemGoal or objective one
• Grow and engage the Instagram audience
• Showcase practitioners, services, and events to support in-person bookings

• Pillar-based strategy: Health & Wellness, Inspirational Lifestyle, Information Resource, and Community-Centered content, so every post tied back to the brand mission.
• Video-first: Prioritized Reels as the main tool for reaching new audiences, mixing original video with trends, memes, and outside creators’ content.
• Community-building: Daily engagement, bi-weekly UGC round-ups, and a partnership plan of takeovers, IG Lives, and giveaways.
• Platform roles: Instagram as the polished brand portfolio, TikTok as the playful experimental space, Pinterest as brand extension, LinkedIn for official communications.
• Systems: Introduced Later (scheduling and analytics) and Airtable (editorial and social collaboration), and a Video Content Best Practices Guide so practitioners could film their own content.