Website: feelkalm.com
Geography: US Audiences
Niche: Health/Wellness/Well-being
Context and constraints
KALM sells whole-plant, hemp-based supplements positioned for calm, focus, and sleep with strict structure and function language with no disease claims. To keep brand-safety and relevance high, we constrained creator sourcing to (1) US audience share at ≥80%, (2) wellness/mental-health/kindness creators, and (3) on-record openness to plant-based remedies.
This narrowed our reachable short-form viewerbase to ~8-10% high-intent segment of 100M.
Channels include:
- TikTok
- Instagram Reels
- YouTube Shorts
Primary success metric: qualified attention at 3-second hold rate, 75% view-thru.
Secondary success metric: brand search index and saves/shares.
Hypothesis
Our bet: if we pair kindness- or healing-framed hooks with wellness or nutritional content, then in 2 months, we will lift:
- 3-second hold by 20%^ vs. each market-related post baseline
- 75% VTR (view-thru rate) on average
- Saves/shares rate by 15%
Operating cadence
- Content produced: 60 videos / month (Months 1-4), 30 videos / month (Months 5-12)
- Duration produced: 11.5 months
- Creatives test grid: (1) Face, (2) Review, (3) Interview, (4) Cinematic, and (5) Kindness/Happiness remix content.
Results
All are standardized. Statistics drawn from client profiles.
| Metric (6-month slice) | Value |
|---|---|
| Posts | 300 |
| Total video views | 135,405 |
| Total profile views | 1,137 |
| Total likes | 8,992 |
| Total comments | 380 |
| Total shares | 124 |
| Total engagements (likes+comments+shares) | 9,496 |
| Engagements per 1,000 views | 70.13 |
| Likes per 1,000 views | 66.41 |
| Comments per 1,000 views | 2.81 |
| Shares per 1,000 views | 0.92 |
| Profile views per 1,000 views | 8.40 |
| Per-post metric | Average |
|---|---|
| Views per post | 451.35 |
| Likes per post | 29.97 |
| Comments per post | 1.27 |
| Shares per post | 0.41 |
| Profile views per post | 3.79 |
Other results are omitted for brevity. Assume better statistics on YouTube, followed by Instagram.
Full statistics (how we performed over the year):
I hope this year-long case study helps anyone who is curious about what organic reach can look like. Keep in mind that this is a hard brand to scale through organic advertising, simply due to the number of regulations, constraints, and restrictions on this sort of content and niche in general. Take the results as more impressive than they appear - a scalar multiple of 2x or more is how much you'd see your numbers jump if you decide to work with us.
If you'd like more case studies, please don't hesitate to email me at vlad@usatii.com .