01 — Challenge
The Brief
Solara was a new entrant in a crowded wellness market — three established competitors with 50K+ followings and significant ad budgets. They had a premium product and a beautiful spa, but no digital presence and no content infrastructure. Launch was ten weeks out.
02 — Approach
How We Did It
We developed a content strategy built on three pillars: ritual, space, and transformation. Rather than competing on generic wellness content, we positioned Solara around the experience of their signature treatments — specific, sensory, distinctive. The photography direction used warm earth tones, extreme texture close-ups, and deliberate negative space. We produced 48 assets in a four-day shoot, built out a 90-day editorial calendar, and took full channel ownership from launch day.
03 — Process
The Workflow
Audit & Strategy
Competitor analysis, audience research, content pillar development. Identified the gap between transactional wellness content and experiential storytelling.
Creative Direction
Moodboarding, shot list development, prop sourcing, location scouting across the Solara spa. Three weeks before the shoot.
Production
Four-day shoot: 48 photo assets, 12 video reels, 6 story templates. Produced with a two-person crew plus our in-house art director.
Calendar Build
90-day publishing calendar mapped to Dubai seasonal patterns, platform algorithms, and product launch dates.
Channel Management
Full-channel ownership: scheduling, community management, DM responses, influencer relationship management, weekly reporting.
04 — Results
The Outcome
By the end of Q1, Instagram stood at 18,400 followers with no paid promotion. Organic engagement averaged 6.2%. Spa bookings increased 40% against pre-launch projections, directly attributed by Solara's team to social-driven traffic.
Before vs After
05 — Deliverables
What We Built
Timeline: 10 Weeks
Team: Strategy, Photography, Content, Community
- 01Content Strategy Document
- 02Photography Direction & Art Direction
- 0348 Social Assets (photo + video)
- 0490-Day Editorial Calendar
- 05Caption Library (90 posts)
- 06Hashtag Research & Strategy
- 07Monthly Performance Reports
