From inconsistent posting to 16.58% engagement rates
Shanel, a certified Mindfulness and ADHD coach and the founder of FlourishWell Collective, was preparing to launch her first wellness retreat. She knew she needed to develop a consistent social aesthetic and content plan that would attract attention and improve her brand awareness.
The client
An ambitious start-up in a crowded industry with a highly targeted niche
Shanel was already posting on Instagram when she came to us. But managing it consistently and staying on-brand, on top of running her business, had become too much. She wasn’t confident she was getting it right – and she knew the account needed more than just regular posting. It needed a clear, intentional strategy built by someone who truly understood her brand and her audience. She came to Cheshire Cat Marketing to take it off her plate and do it properly.
This wasn’t a standard social media brief.
Shanel was building a brand exclusively for a neurodiverse audience – specifically, women with ADHD – as a neurodiverse founder herself. That meant the aesthetic, tone, and content approach couldn’t just be “good social media”. It had to be deliberately designed to appeal to the ADHD brain: visually arresting, immediately relatable, and genuinely useful rather than salesy.
The timing added another layer. FlourishWell’s first-ever retreat was on the horizon. Before she could open the doors to drive ticket sales, the brand needed to be established, the voice needed to land, and an audience needed to trust it.
This was phase one: build the brand. Find the voice. Earn the community
What we did
An approach built around her demographic
Social media strategy
Before a single piece of content was created, we did the groundwork – analysing Shanel’s brand, her audience, and the wider ADHD and wellness landscape to identify what was missing as much as what was working.
The audience insight shaped everything. Women with ADHD are highly attuned to content that feels performative or inauthentic. They’ll switch off from anything that talks at them rather than with them. That led us to four content pillars: education and practical advice, relatable humour, community connection, and retreat promotion – each serving the audience at a different point in their relationship with the brand.
Humour and self-deprecating relatability weren’t a stylistic choice; they were a strategic one. That’s how this community communicates. It signals safety, builds trust, and creates the kind of connection that turns followers into advocates. Polished and aspirational would have been the wrong call entirely.
Organic social media
Every element of the content was created in-house – graphic design, caption writing, and fully produced reels built from scratch.
The visual approach was led by the audience. Women with ADHD need bold imagery and fast messaging – content that stops the scroll in under a second. We developed an aesthetic that did exactly that while remaining cohesive enough to build brand recognition over time.
For reels, we used recognisable trending pop culture clips overlaid with text that reframed the moment through an ADHD lens. Familiar, funny, and immediately relatable. We also supported Shanel with her own captured content – suggesting content topics based on data and editing the raw footage into strong, engaging clips. We heavily researched and applied hashtag strategies tailored specifically to the ADHD and wellness community, ensuring content reached well beyond existing followers.
We learnt the ins and outs of ADHD to ensure our content always remained relevant, value-led and ahead of the curve. We suggested and created content around key talking points like Access To Work grants, “ADHD Tax”, tools for managing ADHD symptoms – creating content that actually helped her following.
Before & after
From a mismatch of fonts, colours, styles & incorrect sizings, to cohesive, value-led, on-brand & bold.
Where it landed
The results
- Profile clicks: ↑1,143%
- Total engagement: ↑159.4%
- Average post engagement rate: 16.58%
- Paid advertising budget: £0
That engagement rate deserves a moment. The industry average for organic Instagram is 1–3%. An average rate of 16.58% isn’t luck – it’s what happens when content is built for exactly the right audience, in exactly the right voice.
The 8,500 profile clicks are the most telling result. People weren’t passively scrolling past. They were curious enough to stop, click, and find out more. That’s genuine intent from a real, engaged audience, built from scratch.
This was not a conversion campaign. It was intentional brand-building ahead of a first-ever launch – establishing presence, finding the voice, earning trust. That work was done.
I just want to say, the guys over at Cheshire Cat Marketing are amazing! I couldn't have asked for a better bunch of people to constantly be in contact with. Whether it was checking up on me and my business or being open to listening to my ever-changing ideas - everything in between too! I would recommend them to anyone wanting social media or anything marketing-wise for their business!
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