How Goodboy helped a leading consumer brand reverse declining Instagram engagement using audience insights and existing assets.
How Goodboy helped a leading consumer brand reverse declining Instagram engagement using audience insights and existing assets.
Goodboy is a North American marketing agency with experience helping consumer brands restore organic social performance through audience-led strategy. In this case study, we partnered with Instant Pot to address declining engagement across Instagram and Facebook. By grounding the campaign in audience insight rather than trends, and by working entirely within organic constraints, we delivered rapid gains in reach, engagement, and profile traffic within the first two weeks.
Engagement across the brand’s organic social channels had begun to decline, despite a large existing audience and strong brand recognition. Goodboy was brought in to:
The constraints were significant. Any lift in performance would need to come from strategy, not spend. Key challenges included:
We focused on insight, timing, and execution discipline.
1. Audience Research & Insight Development: We conducted in-depth analysis of audience behavior, interests, and engagement patterns across Instagram and Facebook to identify what genuinely resonated, rather than following platform trends.
2. Campaign Concept & Content Strategy: Using these insights, we developed an organic campaign concept designed to tap into a relevant cultural moment while reframing existing assets in a way that encouraged participation and sharing.
3. Copy-Led Execution: With no new visuals available, copy carried the campaign. Posts were structured to invite interaction, prompt reshares, and feel native to the audience’s existing behaviors.
4. Real-Time Performance Monitoring: Once live, we monitored performance closely, adjusting cadence, language, and emphasis in real time to amplify what was gaining traction.
Execution mattered, but insight came first. The campaign not only reversed declining engagement but also equipped the internal social team with a repeatable framework for future campaigns. Two factors made the difference:
