Finding the angle that grew social from 4k to 96k
Fernwood posted product photography to an audience that did not care. We found the thing they genuinely believed — that gear should be repaired, not replaced — and built a content engine around it.
- Timeline
- 8 months, ongoing
- Market
- Australia
- Published
- August 12, 2025
- +92k
- Followers added
- 7.1%
- Avg. engagement rate
- $1.1M
- Social-attributed revenue
- 6 of 10
- Top paid creatives from organic
8 months
from 0.9%
annualised
The challenge
Four thousand followers after three years of daily posting. The content was competent product photography with no reason for anyone to stop scrolling, and no point of view a customer could repeat to a friend.
What we did
Find a real angle
Customer interviews surfaced a repair culture the brand had never marketed. We built the entire editorial line around field repair, gear longevity and the case against replacement.
Test formats deliberately
Four weeks across eight formats. Two won decisively: sixty-second field repair demos and a recurring segment where the founder assesses viewer gear.
Systemise production
Turned the winners into templates with a shooting schedule, so output stopped depending on whether anyone felt inspired that week.
Feed the paid account
Organic winners became paid creative. Six of the ten best-performing Meta ads started as organic Reels, at a fraction of studio production cost.
The result
From 4,100 to 96,300 followers in eight months, engagement rate up from 0.9% to 7.1%. Social now drives roughly $1.1M in annualised attributed revenue and supplies most of the paid creative library.