Doubling followers & driving engagement: Growing Natch’s Instagram from 5K to ~10K
Natch Labs is a Berlin-based oral care startup with a bold mission: sustainable, fluoride-free toothpaste tabs. When I joined, their Instagram had ~5k followers but struggled with engagement. The challenge? I worked fully remote and couldn’t film trendy, in-office content. I had to find ways to make posts engaging with limited resources, while still increasing reach and conversions.
Project duration: 1 year
Tools: Canva, Photoshop, CapCut, Instagram Insights, ChatGPT
My Role & Tasks
As Social Media & Influencer Marketing Coordinator, I managed Natch’s Instagram strategy, content creation and community engagement.
Action & Results
I focused on data-driven content planning.
To achieve this, I leaned on data insights to shape content that would spark interaction. I noticed that humorous and unexpected posts performed strongly, so for April Fool’s I created a satirical “Social Distancer” garlic flavored toothpaste tabs launch using AI visuals. The post generated 4,086 views, 155 likes, 51 comments, 6 shares, and 7 saves, showing how creativity can fuel engagement.
I also spotted the rise of carousel content and used it to educate audiences on Natch’s fluoride-free positioning. One carousel — “Why You Should Rethink Fluoride Toothpaste” — delivered 3,108 views, 23 saves and 7 shares, proving that shareable educational content could extend reach beyond followers.
Another insight was the power of founder-led content. I coordinated with the co-founder to produce a video explaining how to use Natch’s new Boombastic Mouthwash Tabs. Posted at peak engagement hours, it reached 12.2k views, 162 likes, 12 comments and 15 saves (our best-performing video at the time).
Through consistent testing and learning, I grew Natch’s Instagram following from 5k to nearly 10k and boosted overall engagement by 40%, despite the challenge of managing content fully remotely without direct access to the office or team.
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