HOUSE OF WELLNESS
In 2024 I led and launched the digit transformation for Australia’s largest retail media wellness content ecosystem. Since the relaunch of the brand House of wellness has recorded record growth from advertisers and followers.
The Ask
Australia’s largest pharmacy chain ‘Chemist Warehouse’, content sub-brand House of Wellness, needed a digital transformation of its print magazine and advertising model to become a digital and social first proposition.
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A complete overhaul was needed to bring HOW into 2024.
We developed strategies for all social channels, scheduling, types of content, amplification, advertiser packages, media amplification and organic content strategy.
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I developed and helped develop content and creative for the following channels:
Instagram, Facebook, TikTok, Pinterest, Podcast, Print, TV show, Radio, YouTube, Website.
The Results
Recorded a new high in advertiser spend from partners
Growth to 150K followers in 12 months
Instagram engagement rate of 0.40% up from 0.10%
Facebook engagement rate 0.47% up from 0.12%
Over 1000 pieces of content published
200 Meta ad campaigns
Chemist Warehouse posted highest ever quarter (28%) growth to $323M
Brand Strategy
Becoming a digital first brand, House of Wellness needed a fresh look, feel and updated brand strategy to deeply understand their audience and new ways to create advertiser value.
Comprehensive brand and content strategy was developed to future proof the brand. As well as a new internal brand platform, ‘Progress over perfection’ understanding that wellness is not achieved overnight but its the small steps and decisions that contribute to better health.
Content Strategy
An audience first focused content strategy was developed to bring the digital transformation to life and educate internal teams on and what to post.
Through this process, I created simple planning documents allowing for alignment among all team members.
I follow the ‘ABC’ process for content strategy:
Audience: What are the audience pain points?
Brand: Does the brand have authority in this space?
Channel: Is this content fit for channel?
Advertising Approach
Taking a native approach to advertising, I developed social formats designed for seamless integration as either native advertiser content or organic posts.
This strategy significantly increased engagement and effectiveness for partnered posts, enabling the client to command higher rates from advertisers. By ensuring that the content felt organic and relevant, I helped enhance the overall user experience while maximizing revenue potential.
Channel Strategy
I developed a tailored strategy for Facebook, Instagram, YouTube, and TikTok, focusing on audience-first content. Through qualitative and quantitative research, I identified and prioritized each platform’s audience needs.
I aligned content with the target audience’s mindset to create a consistent brand presence, optimizing placements across in-feed posts, feeds, and stories for maximum resonance.
By creating a "content demand statement," I ensured content was relevant and supported Wellness Australia's brand pillars, driving organic reach, engagement, and trust. This strategy helped grow the client’s following and strengthen their market position.
Social Formats Creative Strategy
In this project, I developed a suite of social media formats for organic and native content tailored to owned channels. The screenshots on the right illustrate my creative development process.
I created over 20 series, each incorporating an insight-backed hook and a compelling creative idea. Each series included a breakdown of how the content would appear across different channels, ensuring a cohesive and engaging experience for the audience.
This strategic approach not only enhanced brand visibility but also fostered deeper connections with the target audience.
Roll Out and Results
The project was rolled out with a 12-week test and learn phase. The results exceeded expectations, with engagement metrics and follower growth far surpassing initial objectives.
As a result, the client signed a multi-year contract extension, adopting all social formats and channels post-trial. As of this writing, House of Wellness has grown to 150,000 followers across its ecosystem within just 12 months.
