Goal

Increase awareness of Good Medicine’s business on Whidbey Island among Seattle residents looking for day-trip experiences.

The Audience Insight

Seattle-based consumers are constantly navigating noise, pace, and overstimulation. What they crave is not more content. It is a reason to pause. Instead of competing for attention through volume, the opportunity was to create content that feels like the experience itself. Slow, grounding, and immersive.

The Strategy

Once the business case became clear, we designed a social media content strategy centered on creating an immersive visual and auditory experience. The goal was to translate the tranquility of the sauna into content that resonates with an audience caught in the pace of city life.

This approach positioned the social feed as a moment of respite, subtly communicating Good Medicine’s values while showcasing the brand’s value proposition through visually compelling, sensory-driven storytelling.

The Approach

Before ideating, we analyzed competitors to ensure the creative direction felt distinct. Rather than producing traditional promotional content, we built a library of single-shot, locked-off vignettes capturing life on Whidbey Island. The shoreline, quiet beach towns, wildlife, and the sauna itself.

This approach created a flexible content system. The footage could be used as standalone posts, paid assets, or recombined into new narratives, allowing the brand to continuously tell fresh stories while maintaining a consistent, differentiated aesthetic.