From Founder-Focused to Follower-Focused: How Mary Ruth's Organics Boosted Engagement with Authentic Content
40,500+ FOLLOWERS IN JUST 4 MONTHS
Overview
Mary Ruth's Organics, renowned for its dedication to creating high-quality vitamins and supplements, embarked on a journey to elevate their social media presence and connect more deeply with their audience. Partnering with Coalescence, the brand sought to enhance its content strategy and engage its growing community effectively.
Challenges
Before partnering with Coalescence in June 2024, Mary Ruth's Organics primarily showcased content featuring the founder, Mary Ruth. While this provided a personal touch, it lacked a structured content strategy and didn’t fully leverage the potential of user-generated content (UGC) or address the diverse needs of their audience. The brand struggled with maintaining engagement and expanding its reach.
Strategy
To address these challenges, Coalescence developed a comprehensive content strategy focusing on:
Face-to-Camera Videos: Featuring relatable, engaging content where real users discuss their experiences with Mary Ruth's products. This approach personalized the brand and created a connection with the audience.
Recipe Creation: Showcasing how to integrate Mary Ruth's supplements into daily routines through creative and practical recipes. This demonstrated the versatility and benefits of the products in real-life scenarios.
Organic Product Benefits: Highlighting the positive effects of Mary Ruth's products on various aspects of wellness, such as hair growth, stress reduction, skin improvement, and essential vitamins.
User-Generated Content (UGC): Amplifying authentic consumer experiences to address common pain points and showcase real-life benefits of the products.
Results
Since the collaboration began in June 2024, Mary Ruth's Organics has experienced substantial growth and increased engagement across their social media platforms:
Follower Growth: The brand's social media following surged by over 30,500+ followers.
Enhanced Engagement: The introduction of diverse content formats and real consumer testimonials significantly boosted engagement rates.
Improved Connection: By addressing pain points related to wellness and using relatable content, the brand created a stronger connection with their audience.
Impact
The strategic mix of face-to-camera videos, recipes, and UGC content revitalized Mary Ruth's Organics' social media presence. This approach not only improved follower growth and engagement but also fostered a more authentic and relatable brand image. By addressing the specific needs of their audience and showcasing the tangible benefits of their products, Mary Ruth's Organics successfully transformed their social media strategy and reinforced their position as a trusted wellness brand.
Conclusion
The collaboration with Coalescence has proven that a structured, authentic content strategy can significantly enhance social media performance. Mary Ruth's Organics' success underscores the importance of leveraging diverse content formats and real consumer experiences to connect with and engage an audience effectively.
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