A breast pump and maternity health provider brought Quimby Digital in to run organic social in December 2025. In the six months to May 2026, Instagram interactions rose 82 percent and engagement rate rose 63 percent. A TikTok account launched from zero reached 829,870 views, 813,870 of them from one video. The work was creator style posts from real parents in place of announcements, a TikTok launch, and a community manager on replies with a target reply rate.
The client is anonymized. It is a regulated health brand, so every figure below was checked individually against the reports we delivered, and no patient facing content is shown. The window is December 2025 to May 2026. Updated October 2026.
Where did the account start?
With a big audience and very little conversation. The brand had 247,600 Facebook followers and 72,950 on Instagram, built over years of giveaways and announcements. Posts rarely passed 100 shares. There was no TikTok account. The reply rate on eligible comments was 12.9 percent, which meant most parents who asked a question got no answer.
What did we change?
Real parents instead of announcements
We replaced announcement posts with creator style content from real parents. The first batch of posts performed at least four times the prior average.
A TikTok built from zero
We launched a TikTok account from nothing. It reached 2,164 followers and 829,870 views in six months.
A community manager with a reply target
We put a community manager on replies with a target reply rate. We also added an AI visibility line to monthly reporting and a Reddit listening baseline, so the client could see where the brand showed up beyond its own feeds.
What changed in the numbers?
| Metric | Window | Result |
|---|---|---|
| Instagram interactions | Dec 2025 to May 2026 | +82% |
| Instagram engagement rate | Dec 2025 to May 2026 | 7.48%, up 63% |
| Comments | Dec 2025 to May 2026 | +324% |
| Shares | Dec 2025 to May 2026 | +309% |
| Saves | Dec 2025 to May 2026 | +72% |
| TikTok followers | Launch to May 2026 | 0 to 2,164 |
| TikTok views | Launch to May 2026 | 829,870 |
Source: Quimby Digital six month performance report, December 2025 to May 2026. Facebook impressions are excluded because the platform reports them as page views, not post reach.
Two caveats matter. One TikTok video accounted for 813,870 of the 829,870 views, so the channel proves a format can travel, not that every post will. And May comment volume was driven almost entirely by a giveaway, so read the comments figure as a ceiling, not a run rate. Interactions and engagement rate are the steadier measures here.
Orders and other business outcomes were not measured in this window.
What would we tell another regulated health brand?
A big following is not an engaged one. The accounts that grow in this category answer real questions from real parents, reply fast, and stop treating social as a bulletin board. Set a reply target before you set a posting target.
This is how our social media management engagements run: a strategy with KPI floors, a monthly report that says what moved and why, and content built on the questions people already ask. For another example, see the benefits app case study.
Ashley Rector is Founder and CEO of Quimby Digital, a social media and paid media agency for parenting, women’s health, CPG and consumer brands. She leads the agency’s organic, Reddit, community and creator programs.