Valerie Hayes Pilates — Social Media Launch & Growth
Áine O'Neill
Published
Period: March 2026 – Present (ongoing)
THE BRIEF
Valerie Hayes is an established pilates instructor — trusted by medical professionals, physiotherapists and nutritionists — with no digital presence. My brief was to build her brand online from zero: create a consistent, reputable social media presence on Instagram and TikTok that would expand her profile beyond her existing network.
WHAT I DID
Designed and executed a social media strategy, including platform selection, content pillars, and publishing cadence
Developed 60 Reel scripts using AI-assisted research tools, manually writing captions and subtitles for accuracy, authenticity and tone.
Planned, filmed (iPhone, DJI microphone), edited and published vertical video content using CapCut
Set up and managed both Instagram and TikTok accounts, establishing brand identity and visual consistency
Tracked and reported on performance weekly, adapting content based on traction
RESULTS
61,419 Instagram views in 73 days · 65.6% reach from non-followers · 3% TikTok engagement rate from a standing start · 60 Reels produced
View the social media strategy here, https://drive.google.com/drive/folders/1nAkArGMddn2OQn2QPLCyBXYu-t8w7ArU
View the video content plan here,
https://oneill3795.github.io/Pilates-2026_social_index.html/