This case study outlines the strategy, execution, and results of a social media management project for Anna Garda, a massage therapist based in London. The objective was to develop and promote her personal brand on key social media platforms.


1. Project Description

Client: Anna Garda, a massage therapist developing a personal brand under the name "AnnaG_BodyTreatment".
Specialization: The client provides a comprehensive 2-hour full-body massage that integrates various techniques, including deep tissue, Ayurvedic, medical, sports, and regenerative massage. The service, described as "Body Oriented Therapy," aims to connect the mind, soul, and body, providing deep relaxation and psychotherapeutic effects. The therapist works with clients' individual needs, addressing issues like muscle blocks, improving circulation, and relieving stress.
Geography: The services are provided in London, primarily based in North London, but serving clients from across the city.
Social Media Platforms: The project involved managing accounts on Instagram, Facebook, and TikTok.
Initial Conditions: The project began with existing but underdeveloped social media profiles. Key challenges included a lack of professional branding, the need for a new name and logo, and the client's unfamiliarity with content creation, particularly video production. The goal was to elevate the quality of the social media presence significantly.

 
2. Promotion Goals
The primary objectives defined for the SMM activities were centered on building and growing the client's personal brand. Specific goals included:

Brand Development: Creating a professional brand identity, including naming, logo design, and profile optimization (bio, highlights).
Content Management: Establishing and managing social media pages through consistent content creation and posting.
Audience Growth: Increasing the number of followers and engaging a new, relevant audience.
Lead Generation: Attracting new clients through social media activities.
Service Awareness: Informing the audience about the unique features and benefits of the massage services offered.

 
3. Target Audience and Personas

A detailed analysis resulted in the development of two key audience segments.

Primary Audience:

Demographics: Men and women aged 20 to 55, residing in or visiting London, with a high income level.
Professions: Office workers, drivers, IT specialists, builders, and professionals in banking, finance, marketing, and law.
Pains & Needs: They experience high work-related stress, lead a sedentary lifestyle with low physical activity, and suffer from muscle tension. Their motivation for seeking massage is to relieve stress, improve sleep and overall well-being, boost productivity, and prevent health problems.


Secondary Audience:

Demographics: Primarily women, aged 20 to 70, seeking relaxation and energy restoration.
Professions: Individuals in high-stress fields such as service industries, medicine, and professional sports.
Pains & Needs: They suffer from high levels of stress, fatigue, and muscle tension. Their primary need is for emotional recovery, improved sleep quality, anxiety reduction, and muscle relaxation.



 
4. Content Rubricator and Posting Strategy

A structured content plan was developed to engage the target audience with relevant and diverse posts.



Content Rubrics:

Commercial: Posts about services, the therapist's professional experience, client reviews, FAQs, and behind-the-scenes content showing the massage space and atmosphere (#AnnaGBodyTreatment_massage, #AnnaGBodyTreatment_space, #AnnaGBodyTreatment_FAQ, #AnnaGBodyTreatment_reviews).
Informational: Educational content on maintaining the effects of massage (e.g., exercises, posture tips), debunking common myths, and sharing the therapist's favorite London locations (#AnnaGBodyTreatment_care, #AnnaGBodyTreatment_massagemyths, #AnnaGBodyTreatment_Londonlocations).
Entertaining: The client expressed interest in posting massage-related memes.


Hashtags: A combination of general and specific hashtags was implemented. A primary brand hashtag, #AnnaGBodyTreatment, was used for all posts. Topic-specific hashtags like #massagetherapy, #londonmassage, #deeptissuemassage, and #lymphaticdrainage were used to attract a broader audience.
Posting Strategy: The plan was to publish 3-4 unique posts per week across Instagram, Facebook, and TikTok. The posting schedule was designed to align with the target audience's online activity, with adjustments planned based on performance analysis.




 
5. Visual Account Design
The visual identity was designed to reflect a professional and serene brand image.



Color Palette: A warm color scheme was chosen, with a preference for burgundy and dark purple instead of black.
Branding Elements: A new logo (avatar) and a Facebook cover photo were created.
Templates: Standardized templates were designed for different content rubrics, including posts for services, FAQs, reviews, and tips, ensuring a cohesive and professional feed aesthetic.
Instagram Highlights: Custom covers were created for key Instagram Highlights sections such as "Reviews," "FAQ," "Therapy Process," and "Contact" to improve navigation and user experience.





 
6. Results and Metrics
The following results were achieved during the management period from January 16, 2025, to February 14, 2025.

Instagram (@annag_bodytreatment):

Follower Growth: +133 new followers (totaling 1,757).
Reach: 20,419 unique accounts reached.
Impressions: 87,026.
Profile Actions: 833 visits.
Content Performance: During this period, 15 posts and 11 Reels were published. 47 Stories were published across Instagram and Facebook.


Facebook (@AnnaGBodyTreatment):

Reach: 349 unique users reached.
Impressions: 38,701.
Followers: 28.
Content Performance: 15 posts and 11 Reels were shared on the page.


TikTok (@annag_bodytreatment):

Follower Growth: The account grew to 5 followers.
Views: Over 6,820 video views.
Reach: Over 3,542 unique accounts reached.
Profile Actions: 92 visits.
Content Performance: 33 videos were published during this period.



 

The focus of the report was on organic content performance and audience growth.