55K New Instagram Followers in One Year for Begin

The Problem

Begin, a renowned global child education company housing brands including Homer Learning, Codespark, Mommy Nearest, Little Passports, and more, launched a new brand with the goal to provide support to struggling moms. With new studies annually on the increase in burnout for parents, Homer Learning founder, Stephanie Dua, felt the call to do something about it. Growing Good was born to help simplify parenting by bringing a network of over 30 experts in the space together to share clear, non-judgy takeaways to help moms find joy in parenting again. When they approached us before launching, they shared how they wanted to create a community on Instagram that felt authentic, encouraging, and real—a place on Instagram that wasn't overrun with the glamorous, stock photo version of parenting often touted in the industry.

The Process

We helped recruit and manage more than 30 experts in the parenting space, ranging from educators to certified specialists. Keeping a close pulse on the Instagram community, we took the sentiments we heard from moms around the world and turned those into questions delivered to the Growing Good Expert Network for a general consensus on simple ways to handle complex situations. We put content that connected with the real struggles moms were facing on the page, closely watching for trends and data that pointed us to the kinds of resources moms needed the most online. We helped coordinate with founder, Stephanie Dua, to give her a platform to share her personal story of parenting and the mission behind Growing Good. We also managed paid brand awareness, partnerships with sister brands including Homer Learning and Mommy Nearest, social boosting, email campaigns, and blog content around expert studies and mom stories to reach a wider range of parents.

The Result

A community was born. In one year, the Instagram account grew to over 55,000 followers. By focusing on topics that really connected with parents, we achieved viral-like spread on many posts, achieving over 7,000 shares in 30-day cycles. We got the amplification rate up to 20% and saw month-over-month account improvements by over 500%.