A leading scar treatment brand wanted to find a way to connect with followers on a deeper level. Though their old social strategy was focused on seasonal promotions and couponing, they intuitively felt the way forward had to be more aligned with the emotional component of using their products — they just weren’t sure how to tap into it.

Using social listening research to analyze off-page mentions of the brand, I uncovered use cases the brand had not considered and a bevy of impassioned progress posts from users of their products. The resulting social strategy allowed the brand to lead with empathy, education, and proof of efficacy.