Work/Health and Wellness
Hempbuti
Hempbuti needed a social presence, but in a category where the first job is not selling the product, it is explaining the ingredient. Most of the audience has an opinion about hemp before they have a fact about it.
The outcome
The feed does two jobs at once: it keeps the brand visible on a regular schedule, and every format carries something explanatory about hemp, so presence and education compound rather than competing for the same posts.
Sector
Health and Wellness
Scope
Social Media & Category Awareness
Delivered
12 creatives
Client
Hempbuti
Category
Hemp nutrition & wellness
Scope
Social media, creative
Services
Hempbuti makes hemp-based nutrition and wellness products, in a category where the ingredient carries more assumptions than information.
To build a consistent presence for the brand and, through it, raise awareness of hemp as an ingredient, the category's real barrier is not preference, it is unfamiliarity.
The feed was set to a fixed rhythm of dated posts, so the account reads as active rather than campaign-driven, and the audience has a reason to come back.
Carousels carry the explaining. A single square post can hold a claim; a carousel can hold the reasoning behind it, which is what an unfamiliar ingredient needs, hemp hearts got their own carousel run rather than a one-line caption.
Reels were fronted with designed covers so the educational content is identifiable in the grid, and the grid itself teaches something at a glance.
10 pieces
5 films
Key takeaway
In a category people are unsure about, the content has to win the argument about the ingredient before it can sell the product.