Social Media Foundation & Launch Strategy

The challenge
From lab to launch. With no audience.

OEDI, a scientist-formulated, microbiome-focused deodorant launching across Canada, had the product and the science. What they didn't have was the story and the presence.

Zero followers. Zero content strategy. Zero social foundation.

The brand was born in a lab and refined in testing. The product worked. The positioning was clear: performance that actually delivers, wrapped in intentional design. But launching a clean beauty product into a saturated market without an audience meant competing on vibes alone—exactly what OEDI didn't want to do.

The window was August 2026. The pressure was real. A beautiful product and a compelling founder story couldn't launch themselves.

The Positioning Problem

From: "Another D2C deodorant brand launching on Instagram"

To: "The deodorant brand where scientist-formulated efficacy meets editorial calm. Sourced by family. Built for real bodies. No theater."

Our Approach
Strategy before content. Foundation before followers.

We didn't hand over a content calendar and walk away. We diagnosed first.

Key focus areas included

• Brand Architecture & Positioning Strategy — Mapped OEDI's market position across five competitor zones, identified the strategic white space (performance + emotional clarity), and developed three foundational pillars: Performance You Can Trust, Design You Can See, and Stories You Believe. Built a persona-based customer journey and quarterly campaign roadmap spanning Q3 2026–Q2 2027.

• Visual Identity System — Established OEDI's complete social presence aesthetic: forest green and bone foundation, orange system anchors, editorial photography guidelines (natural skin, functional materials, minimal props), typography hierarchy, and brand application rules. Every asset built to feel intentional, never trend-driven.

• Founder & Origin Story Framework — Elevated the Greece grove narrative (aunt and uncle's neroli and peach cultivation) into the flagship Origin Story. Positioned this as the key brand differentiator and central to Q3 launch week storytelling.

• Social Media Strategy & Content Foundation — Built a comprehensive quarterly content calendar with thematic phases (Launch & Discovery → Consideration & Trial → Retention & Advocacy → Scale). Defined realistic growth benchmarks (30–40% annual organic follower growth), social-only KPIs, platform priorities (Instagram primary, TikTok for younger reach, Facebook for retargeting, LinkedIn for mission alignment), and content pillar framework.

• Platform Setup & Onboarding — Configured all four social platforms with brand-aligned profiles, bios, link trees, and initial creative assets. Built a 9-slide onboarding deck for the OEDI team to understand strategy, tone, and execution guidelines.

• Brand Guidelines & Strategy Deck — Delivered a presentation (31 slides) covering philosophy, positioning, personality, visual system, market research, photography direction, the OEDI voice.

The Result
From unknown to essential.

OEDI launched August 2026 with a social foundation that matched the quality of the product itself. Every post, every visual, every story reinforces the same thing: a brand that trusts performance over promotion, design over desperation.

The strategy isn't about viral growth—it's about building an audience that actually believes what OEDI says, because everything OEDI does demonstrates it.

Within the first month, the Greek origin story and founder narrative became the highest-performing content, proving that authenticity and specificity convert better than generic beauty-brand aesthetics.

Post-Launch Setup

✦ 4 platforms configured and live (Instagram, TikTok, Facebook, LinkedIn)
✦ Brand-aligned visual system deployed across all touchpoints
✦ 12-month content roadmap and quarterly campaign strategy in place
✦ 21-slide interactive brand presentation delivered
✦ OEDI test framework embedded as creative quality control
✦ Founder narrative positioned as launch-week hero content

Services Provided

✦ Brand positioning strategy
✦ Competitive market analysis (5-zone framework)
✦ Persona & customer journey mapping
✦ Visual identity system & photography guidelines
✦ Quarterly content calendar (12 months)
✦ Origin story & founder narrative development
✦ Social platform setup & configuration
✦ Strategic copywriting (bios, CTAs, tone guide)
✦ Interactive brand guidelines deck
✦ Onboarding & team enablement
✦ Growth benchmarking & KPI framework