Instagram media management for luxury home wellness — built on a brand pulse audit.
I take Casa Blui's energy — the craftsmanship, the founder's vision, the transformative wellness experiences — and build it into the Instagram. Documentary-style content. Founder stories. Client transformations. Wellness rituals that make people want to live inside your brand. Luxury doesn't mean stiff — it means intentional.
| Product photos, product photos, product photos | → | Founder voice, customer stories, wellness rituals, and product — in balance |
| No consistent posting rhythm | → | 3-4 posts/week + 3-5 Stories/week, same days every week |
| Founder story is invisible | → | "Thursdays with Casa Blui" — weekly founder blog → IG carousel → email list |
| High-ticket clients, zero testimonials | → | Client-preferred testimonials — anonymous client wall, voice-note over B-roll, text-message raves, handwritten notes, aggregate results, overheard snippets — captured authentically |
| DMs unanswered or slow | → | Same-day responses, every inquiry |
| No strategy — posting reactively | → | Monthly content calendar around launches, seasons, founder moments |
Primary Platform: Instagram (@casablui — 8,956 followers baseline)
| Service | Detail |
|---|---|
| Content strategy | Monthly content calendar, content pillars, storytelling architecture |
| Content creation | 3-4 Reels + 1 carousel per week — concepted and directed by Narin, shot by your videographers |
| Stories management | 3-5 Stories/week — morning ritual, midday poll, evening behind-the-scenes |
| Copywriting | Captions, hashtag strategy, bio optimization |
| Community management | Reply to all comments and DMs within 4 hours |
| Thursdays with Casa Blui | Weekly founder blog — written or edited by Narin, distributed to email list, repurposed as IG carousel |
| Testimonial pipeline | System for capturing client stories however they're most comfortable — anonymous client wall, voice-note over B-roll, text-message raves, handwritten notes, aggregate results, overheard snippets. We ask each client their preferred format and capture authentically. |
| Analytics & reporting | Monthly performance report — growth, engagement, top-performing content |
Narin is the editor-in-chief — she concepts every Reel, writes every carousel, structures every Story, and directs the visual direction. Your videographers shoot what she briefs. The relationship is creative director + production team. Together, we turn Casa Blui's Instagram into a wellness publication.
| Metric | Baseline | 90-Day Target |
|---|---|---|
| Follower growth | 8,956 | 12,000–15,000 |
| Engagement rate | Unknown (<1%) | 2–3% |
| Reels avg views | Unknown | 3,000+ |
| Content output | Sporadic product posts | 3-4 Reels + 1 carousel + 3-5 Stories/week |
| Comment reply rate | Near zero | 100% within 4 hours |
| Brand voice | Product catalog | Editorial wellness publication — founder-led, story-driven |
| Founder content | None | Thursdays with Casa Blui — weekly blog + IG carousel |
Content isn't about products — it's about the people using them. Every post should make someone feel something: the shock of cold water, the relief of recovery, the peace of presence. If it wouldn't stop a scroll, it doesn't ship.
| Pillar | % | Storytelling Angle | Weekly Output |
|---|---|---|---|
| Wellness Rituals | 35% | Not "here's a cold plunge." It's "watch this founder's Sunday contrast therapy routine." The product enables transformation — it's not the story. | 1-2 Reels |
| Client Transformations | 25% | Voice-note testimonials over B-roll. "I used to wake up stiff. Now I start every day in the sauna." Real people, real voices, no faces required. | 1 Reel |
| Founder / Thursdays with Casa Blui | 25% | Weekly founder essay — why they started, what they believe about wellness, design philosophy. Blog → email → IG carousel. | 1 Carousel |
| Behind the Brand | 15% | Installs, workshop, craftsmanship, team moments. The people behind the products. Documentary-style. | 1 Reel |
| Day | Format | Story Arc |
|---|---|---|
| Mon | Reel | Wellness ritual — cold plunge routine, sauna protocol, contrast therapy session |
| Tue | Reel | Client transformation — voice-note testimonial over home B-roll |
| Wed | Carousel | Product spotlight — one product, three use cases, the design detail that matters |
| Thu | Carousel | Thursdays with Casa Blui — founder blog excerpt → 5-slide IG carousel |
| Fri | Reel | Behind the brand — install, workshop, team moment, founder BTS |
| Sat | Stories | Morning ritual poll. "Wellness question of the week." Client wall highlight. |
| Sun | Stories | Behind-the-scenes. Upcoming week preview. Founder reflection. |
Setup fee: $1,500 one-time · Monthly retainer, paid biweekly · Net 15
Biweekly payments: Core $1,375 · Growth $1,875 · Full-Stack $2,750
| Term | Detail |
|---|---|
| Duration | 90-day minimum, auto-renewing monthly. 30 days written notice to cancel after the initial term. |
| Kill fee | If client terminates within first 90 days: 50% of remaining months' retainer. |
| Approval model | Reels & Stories: no approval — speed keeps the content alive. Carousels: client review within 24 hours. Calendar: monthly approval. |
| Non-exclusivity | Narin can work with other clients — including adjacent wellness and luxury industries. No direct competitors without prior disclosure. |
| Content ownership | Narin retains ownership of all content until full payment. Upon payment: client owns all published deliverables. Raw footage shot by client's videographers remains client property. |
| Non-payment | If payment is not received by Net 15, Narin may immediately pause all content creation, posting, and community management. Paused days do not extend the contract term. |
| Confidentiality | No disclosure of product roadmap, client lists, revenue figures, or unpublished business plans. Survives termination for 2 years. |
| Governing law | State of California. Good-faith mediation before any formal legal action. |
| Liability cap | Capped at total fees paid in the preceding 3 months. Narin is an independent contractor, not an employee. |
| Client responsibilities | Brand assets, account access, videographer availability (minimum one half-day shoot per week), founder availability (30 min/week for Thursdays with Casa Blui), email list access, 1-week notice on product launches or major announcements. |