Wholearth Beauty: Social Media Plan


Wholearth Beauty is an organic and eco-friendly line of beauty products created by Boom! and celebrity spokesman, Danny Seo. As an Environmental lifestyle expert, Danny is a network TV correspondent, avid blogger and tweeter, with a large following online — yet none of this content centered around the Wholearth brand. As a small and emerging brand best known for their Certified Organic Perfume Spray, Wholearth approached MSLK to help them leverage social media to raise awareness on the brand and grow their core following.

A blog would become the SEO and content hub, feeding searches, Facebook and Twitter. Facebook would be further supplemented with ongoing conversations designed to engage fans, including daily inspirational green living tips. Twitter would have Wholearth-lead conversations regarding green beauty and green living. These combined strategies would enable Wholearth to “listen in” on conversations and use the deep consumer insight to integrate into future product development. Because Wholearth needed to reach new audiences, we also targeted anyone searching for eco-friendly beauty products in Google by optimizing for the top natural language search results.

MSLK created detailed wireframes to determine what content and features should be on the new Wholearth blog and social media platforms. We also created a quarterly social media content plan to overcome social media writer’s block and allow MSLK to manage the day-to-day content on Wholearth’s behalf. This tailored content supported seasonal promotions and upcoming product launches. Out of this planning stage, the concept for an integrated social media campaign was also born. This campaign would simultaneously foster fan engagement and introduce the brand to our fan’s network.