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Disclaimer: I believe in being honest and transparent—every brand is unique, and outcomes are always context dependent.
While this case study is a true demonstration of my skills and the passion I put into crafting authentic, research-driven strategies, it isn’t a promise of specific revenue transformations.
I don’t believe anyone can guarantee that (and I don’t think they should).
A soul-led Celtic spirituality brand dedicated to helping individuals uncover the ancient spiritual secrets of the Celts and build a deeply connected, magical life. Their offerings include memberships, courses, group coaching, and practitioner training programs—all rooted in authenticity.
Before the strategic pivot, social media efforts were mis-aligned—an approach that attracted mismatched audiences and sparked engagement that rarely translated into meaningful business outcomes.
Despite regular posting, there was no cohesive method to measure or drive conversions or audience growth leaving social media efforts feeling “pointless.”
✅ Reconnect with the right audience. Instead of chasing likes, the aim was to attract engaged, invested community members who resonated with our mission and showed interest in our offerings
✅ Create a clear path from interest to action. More than engagement, we needed a structured way to convert followers into paying members.
✅ Establish a Cohesive Brand Voice: Replace random posting with a unified messaging strategy that resonates with the modern Celtic seeker.
❌ Engagement & Audience Mismatch: Content followed the aesthetic-driven “Instagram HedgeWitch” trend and failed to connect authentically and emotionally, resulting in reasonable engagement but minimal conversions.
❌ Lack of Measurable Impact: Without a clear strategy, it was impossible to track whether social media efforts were driving revenue.
This insight enabled me to define a unique market position where we could cut through the noise and stand out.
Our aligned client is overwhelmed by superficial “ancient Celtic” or “ancestral” content.
While many competitors chase trends with overly polished, high-production videos that showcase earthy, mystical aesthetics, their approach often falls short.
Their content is visually impressive but tends to lack transformational value, and rarely addresses the deeper needs of our audience.
✅ They produce super polished, high production quality videos that naturally garner engagement.
✅ Interactive formats—like “pick a card” tarot readings—drive impressive likes, shares, and comments
✅ Their content features a consistent colour palette of deep greens, beige tones, earthy browns, and gold, creating an adventurous, magical aesthetic.
❌ Many rely on aesthetics over substance or posts educational, engaging value
❌ Direct-selling posts and overly produced content often fail because they don’t speak to the audience’s deeper issues
❌ Their messaging is superficial, focusing on surface-level skills instead of offering real transformation and healing
💡Market Saturation Example: A highly polished feed with reasonable engagement, that while beautiful and entertaining, did not offer any real transformation for viewers.
Introducing Dana Dozzy:
During my research I stumbled upon Dana Doswell – a standout creator in the realm of wellness content, known for her unfiltered, face-to-camera videos.
With a style that’s refreshingly simple and authentic, she consistently garners hundreds of thousands of views.
Dana’s direct approach—where she speaks candidly about her experiences and insights—cuts through the noise of overly produced content.
Her work exemplifies how genuine connection and clear messaging can create massive engagement, proving that you don’t need high production values to make a significant impact.
✅ Authenticity Over Production:
Simple, face-to-camera videos that feel genuine and relatable.
✅ High Engagement:
Her videos consistently garner hundreds of thousands of views, proving that authenticity resonates with viewers.
✅ Clear Messaging:
Direct communication that cuts through industry noise and delivers powerful, straightforward messages.
✅ Audience Connection:
By speaking directly to the camera, she creates a personal connection that invites trust and engagement.
✅ Effective Simplicity:
Her minimalist style demonstrates that you don’t need high production values to achieve massive impact on social media.
✅ Build relationships that lead naturally to sales:
Dana’s ability to speak directly to the hearts of her audience mean that when she’s ready to put an offer out there, her audience are queueing up to buy from her. No need for pushy sales tactics. Her sales page is a notion doc with a basic program overview and a checkout button.
Yet she sold 80 places on a $497 course.
No hype.No timers. No pushy tactics.
🧡 A simpler, more authentic approach – Dana Doswell’s feed. Note the simple, face-to-camera aesthetic. There’s no fancy production here, yet her content garners hundreds of thousands (sometimes millions) of views, proving that authenticity over visuals works well in the conscious business space.
Rather than chasing the algorithm, we focused on what actually works long-term.
Through in-depth research, we developed a guide that would serve as a guiding light for content creation moving forward.
This document serves as a comprehensive content strategy blueprint, ensuring that all social media and digital marketing efforts align with the needs, desires, and behaviours of the audience.
It defines:
✅ Who the audience is – Their struggles, emotions, desires, and decision-making processes.
✅ What content resonates most – Insights into engagement trends, competitor analysis, and strategic white space.
✅ How to differentiate from competitors – A focus on depth over aesthetics, making CFS stand out as a grounded, relatable, and transformational resource for Celtic spirituality seekers.
✅ Marketing execution guidelines – Best practices for visuals, messaging, and CTA integration to ensure consistent audience engagement and conversions.
This strategy ensures that every post, video, and interaction serves a clear purpose—to educate, inspire, and invite the audience into a meaningful spiritual journey and instead fosters deep, lasting connections with the right audience.
We then distilled that into a structured content framework – Three strategic content pillars we named Beacon, Beckon & Bond to guide content creation and community-building.
Each pillar had measurable KPIs that would drive growth, predictably and sustainably.
Content stopped blending in with the flood of vague, aesthetic focussed “ancestral spirituality” posts and focused on content that was deeply resonant and meaningful to our audience.
✔ Developed a strong, clear brand message that positioned us as the go-to source for real, authentic Celtic teachings.
✔ Leaned into seasonal & ritual-based content, tying our posts to natural cycles that deeply resonate with our audience.
✔ Focused on storytelling—instead of just explaining concepts, we shared personal insights, community experiences, and lived wisdom.
Content was restructured to invite participation, making it easy for people to take the next step.
✔ Used interactive prompts like “Comment DRUM” to spark conversations and trigger the algorithm in our favour.
✔ Simplified calls to action. No more vague “learn more” links—every post had a clear next step, whether it was a sign-up, a free resource, or a community discussion.
✔ Shifted from “teaching” to “guiding.” Rather than info-dumping, we asked thoughtful questions that helped people connect the wisdom to their own lives.
Finally, we nurtured long-term relationships by offering behind-the-scenes insights and community-focused content. This pillar built trust and fostered a sense of belonging, turning customers into loyal advocates who share their positive experiences and help spread the brand message organically.
✔ Shared personal experiences from our team and community members, making the brand feel more human.
✔ Showcased real student success stories, reinforcing the impact of our work.
✔ Made it easy for people to take the next step—whether that was joining our email list, engaging in deeper discussions, or signing up for a program.
Beside the obvious revenue benefits (which are amazing) just knowing what to post, when to post it and how to measure it against clear business goals has been incredible. It’s such a huge weight off my shoulders. No more firing off content into the void and hoping for a win!
I couldn’t have come up with this strategy on my own.
Thank you Leo!
RHONDA MCCRIMMON
THE CENTRE FOR SHAMANISM
Following the strategy overhaul, Instagram data showed dramatic improvements:
High-Engagement Reels:
A “Saining” educational reel on January 16, 2025, garnered 60,715 views and 993 saves—demonstrating the audience’s appetite for in-depth, valuable content.
A “Comment DRUM” reel on December 5, 2024, achieved 31,386 views and 1,680 comments.
An Imbolc-themed reel on January 29, 2025, reached nearly 62,000 views, highlighting the power of seasonal, authentic storytelling.
🔹 People Crave Depth & Authenticity – When you offer real wisdom, people notice.
🔹 Strategy Beats Random Posting Every Time – Our biggest wins came from clarity and consistency
🔹 Marketing Can Feel Good When It’s Done Right – There’s no need to rely on trends or gimmicks. Leaning into what truly resonates with the audience works.
The dramatic increase—from $34,559 in the pre-strategy six month period to $68,217 in the subsequent six months—and the surge in social media engagement are clear indicators of success.
If you’re interested in how I could help you develop a similar strategy, book a vibe-check call today and let’s chat.
🔹 People Crave Depth & Authenticity – When you offer real wisdom, people notice.
🔹 Strategy Beats Random Posting Every Time – Our biggest wins came from clarity and consistency
🔹 Marketing Can Feel Good When It’s Done Right – There’s no need to rely on trends or gimmicks. Leaning into what truly resonates with the audience works.
The dramatic increase—from $34,559 in the pre-strategy six month period to $68,217 in the subsequent six months—and the surge in social media engagement are clear indicators of success.
If you’re interested in how I could help you develop a similar strategy, book a vibe-check call today and let’s chat.
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