The Challenge

Prickly Pear is a women’s brain health platform helping women understand the connection between hormones, mood and cognitive health.

When we started working on TikTok, the brand had begun posting but most content was being repurposed from Instagram and wasn’t resonating with the platform’s audience or style.

The goal was to create a clearer TikTok strategy and develop content that felt native to the platform, improved engagement and helped grow brand awareness. The scope has since expanded to include Instagram strategy and management, with a focus on improving organic reach and engagement.

What We Did

Developed and executed a content strategy designed to make the brand more visible, relatable and engaging across platforms.

This included:

• Platform-native strategy - Researched TikTok trends, storytelling formats and high-performing content styles within the women’s health and wellness space.

• Competitor analysis - Reviewed key competitors to identify strong hooks, topics and formats that resonated with similar audiences.

• Content ideation - Built a bank of platform-native content ideas focused on relatable storytelling and educational moments.

• Founder-led content - Captured and developed a B-roll library featuring the founder to make content more personal, authentic and easier to produce consistently.

• Creative direction - Provided ongoing guidance to ensure videos felt natural to the platform while still communicating the brand’s expertise clearly.

• Instagram optimisation - Introduced a clearer Instagram content strategy to improve organic reach, engagement and profile activity.