More Than Energy | Client from March-December 2025
The Challenge
When we partnered with More Than Energy, there were a few years of content posted that attracted the wrong audience. After prioritizing follower growth and broad user-generated content for several years, the brand had accumulated an audience that no longer reflected its ideal customer. The goal wasn't simply to increase engagement; it was to gradually reshape who the content resonated with, without sacrificing the strong engagement the account had already built.
The Goals
✓ Shift audience demographics toward the brand's ideal customer profile
✓ Build a content strategy rooted in customer relevance rather than vanity metrics
✓ Maintain strong engagement while intentionally evolving the audience
What We Did
Rather than chasing additional followers, we focused on improving the quality of the audience already engaging with the brand.
We reworked the organic content strategy to better reflect the interests, lifestyles, and motivations of the brand's ideal customer. This included adjusting the content mix, refining the storytelling approach, and intentionally selecting creators whose audiences aligned with long-term business goals rather than simply offering the largest reach.
One of the most impactful shifts was moving away from predominantly showcasing elite athletes and toward highlighting relatable customers—including mothers and everyday consumers with highly engaged communities. This subtle change helped the brand become more recognizable and relevant to the audience it wanted to attract.
Strategizing
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Content Capturing
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Editing
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Copy Writing
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Scheduling
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Strategizing ✳︎ Content Capturing ✳︎ Editing ✳︎ Copy Writing ✳︎ Scheduling ✳︎
The client began with a 70% male audience and a 30% female audience with the goal of achieving a 60% male and a 40% female demographic ratio in the first year.
Our team’s content shifts led to a shift of 5.5% for both male and female audience metrics, increasing female followers from 30% to 35.5% on the account.
Results
April 2025
May 2025
Our Favorite Win
The biggest success was proving that strategic audience shifts don't have to come at the expense of engagement.
When brands begin speaking to a different audience, engagement often declines because existing followers are no longer the primary focus. Instead of chasing short-term metrics, we accepted that risk and built a strategy around long-term business alignment.
By gradually evolving the content mix and featuring creators whose audiences better reflected the brand's ideal customer, we successfully shifted audience demographics while maintaining an impressive 9.5% average engagement rate.
