09: wellness community engagement & growth
A wellness brand wanted to expand its reach on Pinterest and build an online community around holistic wellness practices. Despite producing quality content, they struggled with low visibility, minimal engagement, and no clear way to convert casual viewers into a loyal, connected audience.
I was brought in to design a Pinterest-based engagement ecosystem that would:
increase impressions and discoverability
drive deeper interaction through shareable, behaviour-focused content
establish a recognisable brand presence that fostered a sense of belonging.
the strategy
Conduct audience segmentation and behaviour analysis to uncover what motivated saves, shares, and click-throughs in the wellness space
Design a content framework blending practical tips, inspirational quotes, and relatable storytelling to foster connection
Optimise all content with discoverability tactics (keyword-rich descriptions, strategic tagging) while maintaining brand authenticity
Build a community feedback loop, encouraging audience interactions through comments, polls, and saves to amplify organic reach.
the impact
Impressions increased by 225% (to 35,170) over a 90-day campaign
Engagement grew by 189%, with saves increasing by 171%, indicating deeper audience connection
Outbound clicks to the brand’s wellness resources increased by 193%, converting viewers into active community participants
Established a consistent brand presence, turning Pinterest from a static channel into a thriving community touchpoint.
kw. audience growth strategy, behaviour-driven content ecosystem, community-led wellness movement