Calmly Wellness — Instagram Growth
Zero-to-168K followers with a Reels-first, founder-led content system.
- Client
- Calmly Wellness
- Industry
- Wellness · Mobile App
- Country
- India
- Timeline
- 6 months
- Services
- Social Media MarketingContentReels
Diagnose → Identify → Prioritize → Fix → Measure → Scale
Diagnose
A wellness app needed a founder-led social presence to seed app installs.
Identify the restriction
Cold Instagram account, no content ops, and a founder with 3 hours/week to give.
Prioritize
Founder-in-camera Reels formatted around 5 recurring segments plus community rituals.
Fix
Positioning → Production → Distribution
Measure
Followers: 168K · Avg Reel views: 412K · App installs from IG: 22K · Save rate: 9.4%
Scale
Once the restriction cleared, the same system was extended across Social Media Marketing, Content, Reels for Calmly Wellness.
What was implemented, in order
- 01
Positioning
5 content pillars + a signature Reel format.
- 02
Production
Batch shoots every 3 weeks, 16 Reels per batch.
- 03
Distribution
Trending audio, hooks A/B and comment velocity plan.
What we shipped
- Content strategy
- 96 Reels
- Weekly community pod
- Monthly analytics
Selected screens
Documented project outcomes
168K
Followers
412K
Avg Reel views
22K
App installs from IG
0%
Save rate
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