CHALLENGE: The Wellness Experience is an event hosted by Kroger grocery stores in the US. Their social channels had always been a way to promote their annual event, but when COVID began and canceled all in person events they needed to pivot as a brand to ensure participant retention for their 2021 Wellness Experience. They developed a strategy to position The Wellness Experience socials as not only a promotional platform for their annual event, but also as a go-to source for wellness content throughout the year.

SOLUTION: To transition TWE’s social media channels from pure event promotion to an educational and value-adding resource, we created content pillars with the TWE team and designed templates for each content type. Whether the content focused on mental health, physical health, Kroger products, or event news, their social channels felt consistent and visually impactful.

RESULT: TWE’s social media accounts grew substantially in the lead up to their August 2021 event. Attendance not only met their numbers from previous years, but surpassed them. Engagement on their social channels soared with our consistent posting, achieving TWE’s goal of being a year-round source of wellness knowledge and inspiration.