Community-Led Organic Social Programme for a Skincare Brand
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Problem
Organic channels gone quiet
A skincare brand with 14 boutique doors had let its organic channels fall silent after years of leaning entirely on paid ads. Posting had dwindled to sporadic product shots, engagement sat under 1%, comments and direct messages went unanswered for days, and rising ad costs meant the brand was effectively renting every single visit to its online store.
Solution
Community-led content engine
We rebuilt the organic programme around the brand's own community: four content pillars anchored a five-post weekly cadence across Instagram and TikTok, a standing UGC pipeline sourced and licensed customer content, founders and staff fronted the short-form video, and a 24-hour reply standard turned comments and DMs into an owned service channel. Monthly reporting tied organic social to store sessions and revenue.
Measurable Impact
What changed after launch
Organic social sessions to the online store grew 3.1× over nine months without a single boosted post
Instagram engagement rate rose from 0.8% to 3.4% on the community-led formats
Combined Instagram and TikTok following grew 68% across the same nine-month window
Customer UGC supplied 25% of published posts by month nine, cutting studio content costs by roughly a third
Tech & Tools Used
What powered the build
Ready to Build your Beauty & Skincare E-Commerce Business with Organic Social Media
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