Dailies
Running social for a functional beverage brand with a 47K audience.
- Role
- Agency work — account run through Illustrated, where Abby works part time as a social and content lead.
- Scope
- Social strategy, content planning, publishing, community management
- Client of
- Illustrated
The assignment
Dailies has an audience of 47.2K and a product that lives outdoors. The account has to keep pace with a following that already exists — which is a different problem to building one.
Day-to-day social strategy, content planning and publishing are run through Illustrated.
The thinking
Content is anchored to where the product is actually used rather than to studio setups — landscape, altitude, motion, weather. The grid stays recognisable because the environment does the branding.
Publishing runs on a fixed weekly rhythm so the feed reads as a brand with a calendar, not a brand with a mood.
An established audience does not need convincing. It needs consistency it can rely on.
By the numbers
47.2K
Instagram followers
70
posts published in the current grid
The work
