From Decline to Scale: How We Grew Bala’s Views 4.5x to 15M
Bala’s content performance was declining, with views trending downward across all key metrics. Over the course of one year, we reversed that trajectory and built a scalable content system that drove a 4.5x increase in views, reaching 15M total views.
Bala is a design-led fitness accessories brand that rose to prominence after its Shark Tank deal with Mark Cuban and Maria Sharapova.
- All key social metrics were declining
- Followers growth declined MoM
- Lack of content strategy
- Be the best fitness brand out there
- Increase engagement across platforms
- Grow community of #BalaBabe
Strategy & Creative Approach
To boost engagement among our customer base and achieve consistent followers growth, Dream Aspect developed a social media strategy centered on the "Cool Bala Babe" concept.
Strategy Components
- Relatability & Entertainment: This content is a form of soft-selling, a natural way to reach more people beyond your existing following.
- Visual language & Aspirational lifestyle: Shift from content that feels all over the place to a cohesive content strategy rooted in Bala’s brand universe.
- Consistent content production: Build a predictable shoot schedule that covers main brand moments, like campaign shoots, new product launches and events and ensures that we never run out of content.
- Tap into the cultural moments & trends: Watch trends, React fast to potential viral moment opportunities.
Content Formats Chosen
- Entertaining content.
- High-resolution photography.
- Short-form video (unboxings, workout tutorials, event recaps).
- Lo-fi photography (flatlays, outfit checks, product in use).
Specific Actions Taken
- Social Media, Content & Strategy audit
- Developed a quarterly content schedule
- Created a series of content shoots in Los Angeles
- Managed daily social media content needs for community building.
- Continuously monitor social media metrics and content performance.
Outcome
Summary
Detailed Results
- Overall Engagement: Increased by 250% year-over-year.
- Content Effectiveness: Rose by 180% compared to the previous quarter.
- Follower Growth: Grew by 10% (x% higher than the same period last year).
- Content Shares: Increased by 40% compared to the previous period.
Comparisons
Anna is an incredible creative and our engagement has skyrocketed since Dream Aspect became our agency of record. What stood out to me is that they can own the complete production process and get all of the content created for us. I love that they’ve become part of the team. We love working with Dream Aspect! It’s been smooth and we’re relieved to feel like we have an in-house social person.
