Kaleido Cosmetics
50 to 5,500 followers in six months.
Rebuilding a beauty brand’s Instagram strategy, growing its audience from 50 to 5,500 followers and contributing more than 40% of website sessions.
At a glance
- 01DiagnoseIdentified the disconnect between the brand’s travel-inspired identity and overreliance on mood-board imagery that left the brand’s products largely absent from its Instagram feed.
- 02RebuildDeveloped a clearer visual and content direction that brought products forward while keeping travel as the inspiration.
- 03StructureIntroduced a structured content framework to guide planning and maintain a balanced content mix, anchored by content pillars
- 04ResultGrew Instagram from 50 to 5,500 followers in six months, with Instagram accounting for 40%+ of website sessions.
The challenge
Kaleido Cosmetics was a US beauty brand inspired by travel, entering an already crowded cosmetics market with little brand recognition.
Its Instagram feed leaned heavily on stock travel imagery, with the products themselves rarely featured. While the account had a recognizable aesthetic, it wasn’t immediately clear what the brand sold or why someone should follow it.
The challenge was to build a stronger identity on Instagram, make the products more discoverable, and grow an audience that could eventually become customers.
The solution
Kaleido Cosmetics had a distinctive source of inspiration in travel, but that identity wasn’t translating into content that helped audiences discover its beauty products.
The opportunity was to give the brand a clearer presence on Instagram while retaining the travel-inspired identity that made it recognizable.
I rebuilt the content direction around content pillars, with each serving a specific role, from introducing products and explaining their benefits to creating opportunities for conversation and expressing the brand’s visual identity.
Travel remained part of the creative language, but product-focused imagery and content became more prominent. This gave the account a more consistent direction and a clearer purpose behind what was published.
The organic strategy was supported by community management, paid creative and media buying, and an influencer seeding program designed to introduce the brand to new audiences.
Together, these efforts helped establish Kaleido’s Instagram presence as an important source of brand discovery and website traffic.
My role
- End-to-end Instagram strategy and management
- Content and visual direction
- Community management
- Creator outreach and seeding
- Paid creative strategy and media buying
The impact
- 50 → 5,500 followers in six months
- +145% reach and +138% impressions over three months
- 40%+ of all website sessions came from Instagram
- 1.04M organic reach through creator seeding
- $303,900 estimated PR value through creator seeding
Content produced
Before and after
Fractional Head of Social