The challenge
Lumen&Co was posting every day. The problem was that people had very little reason to stop scrolling.
The content looked good and stayed on-brand, but it felt like everything else in the category. The team was also spending too much time figuring out what to post next.
More posts weren’t going to solve it. The brand needed a clear idea and a system around it.
What we did
We changed the focus from posting more to making the content easier to recognise.
Positioning work
We found one strong idea Lumen&Co could actually own and tested it with the audience before building the strategy around it.
Content pillars
We created four repeatable formats. The team could now plan a full week of content without starting from a blank page every Monday.
Creator programme
We brought in creators who already had the attention of the people Lumen&Co wanted to reach.
Community playbook
We created simple response and escalation rules so comments and conversations were handled consistently.
