Scaling an unfamiliar niche brand from 11 followers to a high-engagement community through organic content strategy, product education, and event storytelling.
Starting from Scratch: Took over an Instagram account with only 11 followers and virtually no established social media footprint.
Niche Product Awareness: Needed to build awareness and trust for a relatively unfamiliar, specialized product targeting contractors, roofers, and industry professionals.
Developed and managed a robust Instagram content calendar, publishing 3–5 consistent posts per week.
Created high-converting Reels, live product demonstrations, event coverage, educational posts, and promotional graphics.
Wrote compelling marketing copy and established a consistent visual brand identity and professional voice.
Captured real-time content from industry events, distributor visits, and customer interactions to humanize the brand.
5,100% Audience Growth: Grew the Instagram following from 11 to 570+ followers in under four months, rapidly building an audience for an emerging product.
40K+ Content Performance: Created 5+ posts surpassing 40,000 views, with additional content consistently generating hundreds to thousands of views.
Targeted Audience Reach: Built an audience that is 93.7% U.S.-based, successfully reaching the brand’s primary domestic market.
Core Customer Alignment: Developed an audience that is 79.9% male, with 70.3% between ages 25–54, closely aligning content with Tear Off Shield’s contractor and trades-focused customer base.
Strategic Content & Paid Media: Combined content creation, community engagement, product education, and paid Instagram advertising to expand awareness and strengthen the brand’s social presence.
