James had been creating social content on his own, and then with a partner, for years, but was not seeing the traction he wanted on his social channels. He came to INDIRAP wanting to ensure we could create and launch a Master Class that truly made an impact. He was also curious about our social media services, having seen the high quality content we produce for other brands, but wanting to understand our process and how we achieved real results.

Our challenge was, first, to turn James’ knowledge into clear, engaging classes that spoke directly to his audience with the brand voice, creating a welcoming and approachable path into plant parenthood. Second, we needed to create a strategic, varied monthly content plan that allowed his expertise to shine and created that sense of community on his social channels.

James’ first priority was to launch the Master Class, so we started at preproduction, discussing his topics, goals, location, and how we can bring each theme and lesson to life. James used his expertise to write incredible scripts that we helped craft to fit well to video. We outlined the visuals that would pair with certain key sections of the script, as well as developed a shotlist that made the most of the gorgeous Conservatory background. We used a teleprompter to ensure James’ comfort on camera as he read the scripts, and coached him towards a natural delivery that reflects his love of plants and beginner-friendly approach. 

We then created a full distribution strategy, including paid ads, social media, longform content, email campaigns and landing pages, all to draw in an audience not only to the course, but to James’ existing social presence.

Our social media team then developed a solid social media strategy, including content, posting rhythm and copy, to boost James’ profiles, get his content to the right audience, and create more of what they responded to. We work monthly with James to choose, plan, produce, edit and post dynamic, varied content, which entertains and educates his audience, as well as highlights any new classes, merch or opportunities.