Before my involvement, the account was posting roughly once every two months, with no consistent brand colours, typography, or tone of voice.

Upon joining, I conducted market and competitor research to establish a cohesive visual and verbal identity — defining the brand’s colour palette, fonts, and content tone to ensure every post felt unmistakably MUKASI.

From there, I prioritised consistency above all else, implementing a twice-weekly posting schedule and continuously refining the approach based on performance data. The increase in posting frequency, combined with more intentional content, drove a 1.4K% growth in total views over seven months.

While the follower count decreased by approximately 1,000 — largely due to the natural attrition of inactive accounts that had accumulated during the dormant period — this ultimately strengthened the quality of the audience. As a result, reach grew by 371%, content interactions increased by 7.1K%, and link clicks rose by 1.0K% over the same period.