Social Media
A reel system that reached 40M impressions
Built a content engine with UGC creators and trend-jacking frameworks that turned brand awareness into app installs.
- Client
- Lumen
- Industry
- Audio
- Year
- 2025
- Duration
- 4 months
-
40M+
Impressions
Across a four-month always-on reel system, not one viral outlier.
-
2.4×
Install rate from social
The profile stopped being a dead end.
-
18
Creators on rotation
A bench, not a single face the brand had to hope for.
We stopped chasing a viral week. The account just kept working.
The brief
What we walked into
Lumen posted when someone had an idea. A few reels travelled and then the account went quiet. Nothing on the profile told a new viewer what to do next, so reach rarely became an install.
A format, not a moodboard
Three repeatable openings, one product truth, and a last frame that always pointed at the same action.
Creators on a rota
Eighteen creators, a shared brief, and a weekly cut. The brand was not waiting on a single person’s weekend.
The profile as a landing page
Highlights, the link, and the pinned reel were rewritten so a stranger could understand the product in one scroll.
Before and after
Profile to install
Posts that cleared the brief
The result
Where it landed
Forty million impressions in four months, and the install rate from social more than doubled because the account finally had a next step.
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