Case Study: Quit With Jones
Fractional Social Media & Community Manager
Nicotine Replacement Therapy | 2 Month Engagement
Focus Areas: Organic Social • Influencer Marketing
Channels: Instagram • TikTok • Facebook
Team: Influencer Agency, 2 Content Creators, 2 Social Media Interns
Goal: Design and implement a scalable content funnel, production workflow, and distribution system to support the brand relaunch and future growth.
Summary
Quit With Jones established early brand awareness through memes and street interviews, but struggled to build trust, generate meaningful engagement, and communicate its value beyond aesthetic packaging. Operating within the highly regulated nicotine replacement category, the brand faced advertising restrictions, seasonal demand fluctuations, and increasing competition from larger, more established alternatives.
To support the company's next phase of growth, I developed a content-first strategy focused on education, storytelling, and community trust. By implementing scalable content systems, refining the brand voice, and expanding creator partnerships, we transformed social media from a reactive posting channel into a strategic growth engine that generated nearly 16 million organic impressions and over 10.5 million views in just 2 months.
The Challenge
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Limited differentiation beyond visual branding and packaging
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Low engagement across owned channels
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Existing strategy relied heavily on memes and "shit-posting"
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No formal content strategy or scalable production system
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Nicotine-related content restrictions across social platforms
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Consumer skepticism toward cessation products
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Strict requirements around health-related messaging and claims
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Seasonal purchasing behavior created inconsistent demand
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The Objectives
Rebuild Brand Trust Through Value-Driven Content
I produced creative briefs, graphics, and video content that transformed consumer questions, concerns, and motivations into educational, relatable, and story-driven brand experiences.
Establish a Distinct Brand Voice
I supported the company's brand evolution by helping define the rebrand look and narrative that would differentiate the brand beyond packaging and aesthetics.
Create Scalable Content Operations
I developed systems, workflows, and production processes that increased content quality while reducing turnaround times.
Expand Creator-Led Growth
I provided guidance and approvals for creator partnerships and UGC programs to increase content output, authenticity, and reach.
The Execution
The central challenge wasn't content production, it was positioning. Quit With Jones operates in a category where purchasing decisions are driven by trust, behavior change, and personal accountability. While many consumer brands can rely on entertainment and cultural relevance to drive engagement, nicotine cessation requires a deeper level of credibility.
The opportunity was not to become louder than competitors, but to become more valuable. By reframing social media as a trust-building channel rather than an attention-generating channel, we created a strategy that balanced education, storytelling, community engagement, and creator advocacy. This allowed the brand to establish a clearer identity beyond its visual aesthetic while creating content that served both audience needs and business objectives.
The long-term lesson was simple: in regulated industries, trust compounds faster than virality. Building systems that consistently deliver value creates stronger business outcomes than relying on isolated moments of attention.
How We Did It
Content Strategy & Brand Development
Developed content pillars, messaging frameworks, and repeatable content formats
Introduced educational and narrative-driven content addressing consumer questions, concerns, and motivations
Created content repositories, asset management systems, mood boards, and shot lists to support integrated campaigns and brand activations
Increased publishing consistency through scalable content planning and creative systems
Content Operations & Team Leadership
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Built and implemented end-to-end content production workflows, approval processes, and review systems
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Reduced content turnaround time to one week by streamlining creative operations
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Developed repeatable systems for content development, collaboration, and execution
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Managed and mentored internal content team members, increasing production capacity and operational efficiency
Community Growth & Partnership Development
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Developed high-performing social content that strengthened audience engagement and trust
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Established social media guidelines and community management practices focused on education and relationship-building
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Managed agency partnerships and creator relationships, providing creative direction, briefs, and feedback
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Scaled creator marketing efforts, overseeing approximately 20 creator assets per month and a monthly creator investment of ~$35K
The Results
100+
Published Posts
Increased the social team's content output while reducing turnaround time to one week
61.5K
Engagments
Maintained a 3.10% average organic engagement rate across Instagram posts
10.5M
Views
Created the brand's 2nd highest-performing organic post by share volume, contributing to 9,678 total shares
1.8M
Accounts Reached
Improved creator program efficiency and content velocity with a monthly budget of $35K
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How the Body Recovers
36.83% Engagement | 4,571 Likes
9,678 Shares | 34 Comments
Jones at Formula 1
1.70% Engagement | 23.6K Likes
203 Shares | 41 Comments
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Euphoria Memes
6.7% Engagement | 219 Likes
27 Shares | 3 Comments
Jones at Formula 1
3.85% Engagement | 21.4K Likes
87 Shares | 40 Comments