Voy & MANUAL

The brief: Act as Head of Social on a contract/consultancy basis to develop and grow the suite of organic social accounts for the Voy (weight loss) and Manual (hair loss and testosterone replacement) brands, including Instagram, TikTok and YouTube Shorts. Implement regular content formats and develop strategic output based on performance data and sector awareness, while remaining within MHRA guidelines.

The method: Using a mix of quantitative and qualitative methods I evaluated current social output and identified areas for improvement. I onboarded a new social media management and social listening tool, Brandwatch, for more effective reporting and research capabilities, conducted desk research on forums, comment sections, in medical journals and media coverage, and developed content pillars based on this research and insight gathering meetings with product leads, as existing performance data was scant. I managed a freelance creative budget for designers and brand ambassadors and worked with the Heads of Production and Paid Social to increase collaboration across departments and streamline in-house content creation.

The results: Voy: 484% increase in organic daily reach on Instagram and 100% follower growth across all accounts in six months. Manual: 350% increase in organic daily reach on Instagram and 25% follower growth across all accounts in six months. Visually improved feeds with new, social-first branding elements and content formats that achieved engagement rates of between 3-5%.