Manilife - Social Media Management

Before approaching us, ManiLife were struggling to communicate their brand values and create a consistent visual identity across their socials. Without a clear content strategy, their posts lacked direction and the numbers reflected it. Despite an active posting schedule, their owned content was generating an engagement rate of just 3.2%, with shares averaging fewer than 13 per post. They were spending heavily on paid creator collaborations to prop up reach, rather than building an audience that genuinely cared about the brand.

We created content pillars based on the brand's principles in order to nurture their current audience, create stronger community ties and improve brand awareness through expanding reach. By prioritising people over product, we developed a content strategy to better align with the brand's mission of creating jovial moments with indulgent food. The goal was simple: stop renting an audience through paid collabs and start building one, measured not by passive impressions, but by the actions people take when content actually resonates.

ManiLife have a truly inspiring story that needed to be told. We worked with the founder to create authentic and engaging content to connect with their audience. Faceless, clean recipe videos were replaced with a repeatable series we created in partnership with a chef who combined storytelling with food content. This familiar face and voice helped create the warm community feel and visual consistency that represents their brand. ManiLife were bored of playing it safe and trusted us to create a series of comedic and controversial reels to spike engagement, improve reach and ultimately drive traffic back to their page. In nine months we published 107 pieces of owned content, a 22% increase on the previous period , with zero reliance on paid creator spend.