From flat to +66% growth: scaling Followers with paid social

Challenge

DeMellier’s follower growth had started to plateau. New followers were largely driven by influencer activity or major sales periods, with performance dropping off outside of those peaks.

Growth had stabilised at around +600 followers per day, with little consistency across the year.

Solution

We introduced a paid social strategy focused on turning existing high-performing content into a consistent follower growth engine, rather than relying on campaign spikes.

1. Always-on paid social.
Shifted from peak-driven activity to a consistent, weekly amplification strategy across Meta.
2. Content-led spend allocation.
Prioritised posts already performing well organically to maximise engagement and reach.
3. Audience expansion.
Used paid to push content beyond existing followers, reaching new, relevant audiences at scale.
4. Consistency over spikes.
Built a steady flow of growth by maintaining visibility year-round, not just during launches or promotions.