case studyThink Shape: Instagram account set up, launch strategy and management
About the Client: Think Shape
Think Shape is a pioneering new app created by stylist Anna Berkeley, inspired by her 28 years of experience working in the fashion industry.
The app teaches consumers how to dress for their unique body shape, saving them time, money and stress.
Using Anna's Body Map process, consumers can understand exactly what will fit them properly and what genuinely suits them.
The Brief
Anna came to Studio 5 Social at the launch stage of the Think Shape app, needing expert support to establish a strong, professional Instagram presence from the ground up.
This was a collaborative project between Claire Smith of Studio 5 Social and Marielle Baylis of Marielle Baylis Social.
Together, the goal was to build an account that would attract the right audience, communicate the app's unique value clearly, and generate awareness and downloads from day one.
What we did for Think Shape
Instagram account set up
We started by building the Instagram account from scratch, including a fully optimised profile and bio, a clear visual identity aligned with the Think Shape brand, and a content structure designed to attract Anna's ideal audience and communicate the app's core benefit immediately.
Launch strategy
A bespoke Instagram launch strategy was developed specifically for Think Shape, covering content themes, posting frequency, hashtag and keyword strategy, engagement approach, and a phased launch plan to build momentum in the lead-up to and following the app going live.
Ongoing account management
Following the launch, Studio 5 Social provided ongoing Instagram account management to ensure consistent, high-quality content continued to reach and grow the Think Shape audience while Anna focused on the business itself.
The Results
We launched the social accounts to a hungry fashion crowd who were eager to know more about the app.
By collaborating with Anna Berkeley's established Instagram account to promote our launch content, we were able to spread the word quickly and directly to the app's target audience.
With Anna being a well-known fashion stylist and journalist, our content was adored and shared by the likes of Jane Shepherdson, Lorraine Candy and Amanda Lamb.
The account gained over 600 organic followers by its third week, before the app had even launched.
A targeted set of boosted posts then grew the following further, reaching Instagram users with aligned demographics and interests.
Before the official launch, we handed over to the newly employed Think Shape in-house team who have taken the account from strength to strength.
“Thank you so much, Claire and Marielle. I couldn't have done any of it without you. You were both so professional, calm, knowledgeable and supportive throughout the launch. The perfect balm when you're launching a new business!”
Anna Berkeley, founder of Think Shape
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