The Challenge

Unpause is developing a smart wearable cooling device designed to help women manage hot flushes.

The goal was to increase brand awareness and support the launch of the next generation of the device by building a stronger presence on Instagram and TikTok.

The brand needed a clearer social strategy and content approach that could communicate the product’s benefits in a way that felt relatable, educational and engaging for women experiencing hot flushes.

What We Did

Developed and executed a social media strategy designed to increase visibility, improve engagement and build stronger awareness of the product.

• Social media audit - Conducted a detailed review of existing Instagram performance to identify opportunities to improve reach, engagement and content clarity.

• Strategy refinement - Adjusted the social media strategy based on audit insights to prioritise content formats that performed best with the audience.

• Content creation - Developed social-first content aligned with brand messaging, product education and key brand moments.

• Consistent posting rhythm - Implemented a more regular content schedule to maintain visibility and engagement across channels.

• Community engagement - Actively responded to comments, initiated conversations and engaged with followers to build relationships and strengthen brand trust.