Mount Lai
Skincare & Gua Sha Tools ~ Rooted In Traditional Chinese Medicine
Below is a sample content strategy and calendar I built to launch the brand’s partnership with TCM practitioner and author, Zoey Xinyi Gong. The strategy uses my campaign model to take customers through the stages of awareness and grow interest through various content types, focusing on education as a core value of the brand.
At the time that I worked with Mount Lai, they did not have a marketing team, so my strategy also aimed to re-purpose existing content where possible to make posting low-lift.
The brand did not have a clear visual language on social, outside of the brand logo, so I introduced some repeated layouts, colors, and more texture and dynamic imagery to build a brand world that went beyond the products.