01. The Project
My role was focused on Reels production rather than full social media management: translating Jelena’s expertise and ideas into effective social-first formats, filming 1–2 times per month, editing, publishing and analysing performance. I also created sales-focused carousels and provided recommendations for Stories, Highlights and the overall content funnel.
02. Where We Started
The goal was to find repeatable content formats that could organically attract the right audience and then move that audience towards Jelena’s services. We started with audience analysis, focusing on the questions, needs, motivations and objections that influence both content consumption and the decision to work with a nutrition specialist.
03. The Strategy
In nutrition, health and self-care, expertise alone rarely drives conversion — people need to trust and connect with the person behind it. I built the communication around expertise and personal brand, combining Jelena’s professional knowledge with her personality, values, opinions and individual approach to nutrition.
At the same time, practical content, FAQs and real audience concerns helped demonstrate her expertise and address potential objections — creating a stronger connection between discovering Jelena through useful content and eventually choosing her as a specialist.
04. Bringing It to Life
We built Jelena’s content around both expertise and personal brand: practical nutrition advice, recipes, FAQs and product reviews were combined with opinions, personal facts, values and her individual approach to nutrition. Through testing, supermarket walkthroughs and market visits became a repeatable acquisition format, while Stories, Highlights, sales content and nutrition guides supported the audience after the initial profile visit.
Visual Recognition
We also developed a consistent visual style designed to stand out in the feed and make Jelena’s content instantly recognisable. Repeating visual elements, typography and content design created continuity across posts and Reels, strengthening brand recognition and supporting a more cohesive personal brand.
05. The Impact
Our strongest acquisition format brought almost 300 targeted organic followers in a short period without advertising and became a consistently performing source of qualified reach. Combined with the personal brand and conversion-focused content around it, the account also generated relevant Direct enquiries for Jelena’s consultations and monthly nutrition support.
before
after
Results
@lena.nutribalance
@lena.nutribalance
@lena.nutribalance
@lena.nutribalance
@lena.nutribalance
@lena.nutribalance
@lena.nutribalance
@lena.nutribalance
