Social Media Strategy | Market Research | Consultancy
HealHaus
I led my team of 4 in the creation of a social media campaign for HealHaus, a Brooklyn-based health and wellness space dedicated to nurturing the mind, body, and soul, with a primary focus on serving Black and brown communities.
Faced with the pandemic-induced closure of their physical location, we recognized the heightened importance of community, particularly amid widespread social unrest.
We crafted a campaign centered on inclusivity and wellness, aiming to boost the subscription rate by 50% and transform HealHaus into a digital safe haven for those who are often overlooked in the wellness space.
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We unearthed crucial insights about minority communities' perspectives on health and wellness, revealing pervasive stigmas in Black and brown communities hindering access to mental health support. Ethnic and gender minorities in the US encounter mental health challenges more frequently than other demographics and as a black-owned business in a historically black neighborhood, this was imperative to our approach.
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I created the social tactics in this campaign to target and celebrate all people of color in the early stages of their wellness journeys.
This included:
Creation of an Instagram Guide
Interactive Filters
Engaging Static Content
Direct community conversation via IG stories
Coordinating virtual events
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Developed a social playbook for HealHaus comprising of campaign concepts, content strategy, content calendar, audience profiles and implementation of campaign tracking tools.
