Case Study (Chale’s Angel)
Objective
Establish a foundational brand and PR strategy for Chale’s Angel that amplifies her presence as a beauty content creator and positions her for long term growth, community engagement, and media readiness.
The Challenge
While Chale’s Angel had a visually stunning aesthetic and a clear love for beauty, she lacked a structured strategy to grow her audience, communicate her brand voice consistently, and position herself for PR opportunities. Her content did not yet reflect a fully realized brand story or long term growth strategy.
Campaign Goal
To clarify her brand identity, strengthen her voice and aesthetic cohesion, build authentic engagement, and lay the groundwork for monetization and press visibility.
Campaign Strategy
Target Audience
We identified her audience as:
Gen Z and Millennial women who love beauty but seek authenticity.
Viewers who want honest product reviews tailored to darker skin tones.
Working class beauty lovers who value realistic routines and transparency over trends.
Platform Selection
Instagram and TikTok were chosen as the core platforms for visibility and engagement. Pinterest was added for passive growth and searchability. Instagram Stories and Reels became the storytelling backbone, while TikTok offered a space for casual honesty and growth spikes.
Content Strategy
30-Day Content Calendar: Focused on evergreen content pillars including soft glam tutorials, real product reviews, and relatable lifestyle touchpoints.
Brand Voice Coaching: Developed a tone that is confident, grounded, and transparent without oversharing.
Highlight Rebuild: Streamlined her IG Highlights to reflect her pillars: product reviews, face routines, darker skin content, and BTS moments.
Pinned Posts: Strategically selected three posts that anchor her brand story: her signature look, a trusted product breakdown, and her personal creator "why."
Community & Content Pillars
Transparency: Honest takes on products, not just trends.
Ritual Based Beauty: Showing how beauty fits into her real life and schedule.
Connection Over Curation: Encouraging engagement through captions, voiceovers, and storytelling.
Evergreen Series Launched
“Beauty I Really Use”: A voiceover-led content series designed to establish Chale’s Angel as a trusted curator. Each post focuses on first impressions of new products and reinforces product knowledge, personal reflection, and connection.
Purpose: Establish her as a curator, not just a content creator.
Format: Reel or TikTok featuring full face or product application with live or voiceover narration.
Expected Results
Short Term Projections (First 30 Days)
Increased consistency in tone, caption voice, and content consistency.
Boosted engagement on Reels and TikToks due to voiceover strategy.
More profile visits and saves due to evergreen content hooks.
Clearer brand identity leading to stronger community connection.
Long-Term Potential
Press readiness and media pitch opportunities once consistency is sustained.
Partnerships and affiliate opportunities built on credibility.
Sustainable content structure that allows for both creativity and strategy.
Conclusion
This foundational strategy provides Chale’s Angel with the tools to grow authentically, post intentionally, and lead her beauty content with confidence. By centering her voice and story, she is now positioned to turn viewers into a community and content into movements.