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Earlier this year, the founder of Marlo Health 🐾 reached out with a simple ask: help edit some TikToks. They had ONE post live, 965 views, and 0 followers everywhere else.
What followed was a full content strategy build from scratch: pillars, cadence, on-camera coaching, a repurposing system so a founder with zero production capacity could still post consistently, and a whole lot of testing what actually worked vs. what just got comments.
TikTok is now at 449 followers with a top video hitting 191.8K views. Instagram and YouTube Shorts both went from 0 to real, growing audiences.
The part I'm proudest of isn't the viral video, it's the moment the data told us to post LESS. Going from daily posting to 3x/week, and getting way more selective, is what actually built the brand instead of just noise.
Full breakdown (with the strategy shifts, what flopped, and what worked) here: https://contra.com/p/QQl6grPA-content-strategy-and-content-creation-for-marlo-health?r=aletello
And honestly, having Marlo, the cutest golden, as a client is a highlight in itself.
WOW🙌
TOP 🔥
Alejandra, the orange dog posts look fun.
from 1 post to a whole system, big jump
Cutting posting frequency to grow is the kind of counterintuitive move that only sticks once the data backs it up, most founders would panic and post more. When you brought the strategy shift to Marlo's founder, was that a hard sell, or did the early results make the case for you?
Honestly, the data told us everything, and I'm lucky enough to work with a founder that trust not only the data but also my advice. At the end of the day, if you show real numbers and a solution, it is hard not to agree.
way to go, this is great stuff! also, the pup is adorable.
A repurposing system that lets a founder with zero production capacity still post consistently is the real infrastructure most brands skip building. What did that system actually look like day to day, one big filming session chopped into pieces, or something more ongoing?
One big film day for any talking head videos, but the most interesting part is the repurposing of old videos. As a dog owner myself, half the storage on my phone is my dog. For Marlo's owners was the same. The system took videos from their vacations and walks and turned them into consistent content.
Love this. The most interesting part is letting the data guide the strategy instead of chasing volume. Going from daily posting to 3x/week is a great example of quality over quantity
Strong visual direction. Everything feels very intentional.
Great work saw some of your work its inspirig
Congrats - felicidades @Alejandra Tello !! I could watch Marlo eating, all day 😂
Thanks, same! Honestly most satisfying videos I've ever edited 😍
I believe you 😍 🙌
Great work Alejandra!! 🙌
Wow, congratulations on your latest milestone, more to come! 🚀 Building a full TikTok content strategy pipeline from 0 followers is amazing growth work.
Really inspiring! 😃
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