Welcome to the wonderful world of Floating where 1000 pounds of Epsom salt can solve a lot of life’s problems. We met the owners at Float Now right after the new year. We quickly learned the basics of floating and got flipped upside down with a dose of authentic f*cking mindfulness.
One of the awesome challenges we had with their service is that it’s done completely naked in total darkness.
How do you promote something that can’t be lit or shown on social media because of rules around nudity?
We started the conversation with some basic cues on what the process looked like. Helping to break down the barriers to entry regarding the physical space, lighting, mood and experience.
One of the core values of the company is floating as a practice. The analogy of working out at the gym was a great starting point for us and something they used in the Float Center to explain to clients about the benefits of a float practice.
We enlisted the help of a Float Now Ambassador to speak on a more personal level about her experience with floating. Having Ash speak about the process and capturing strong visuals on the entrance to the Float Center helped us to create more familiarity. Since the service is highly personal and requires lots of education, we always make it a priority to showcase the physical space.
Float Now makes it easy for clients to float often by having a float membership. Although this is a primary service we didn’t want to create content that felt like an advertisement.
We made the choice to focus on floating as a lifestyle.
Through videos and photos, we shared the owner’s experiences around stress, mindfulness and the benefits of floating.
One of the great things that we love doing with clients is collaboration videos. Float Now teamed up with Those Girls at the Market to create a special Kava chocolate bar, which has beneficial relaxation qualities and greatly enhances the float practice.
Being involved in the community is always a great choice, making sure it’s well documented is an even better one.
Beyond the experience in the float tank we always look for ways to illustrate the entire experience. The before and after rituals of floating are just as important as the float itself. When they brought in Kombucha on tap, we had to give that some love.
As we grew with Float Now, they went through a rebrand to move to the next level. Helping to create visuals online and thoughtful messaging was important during this time of transition to keep clients informed.
One of the main questions we still wrestle with is how to visually represent a service that happens in total darkness.
On many occasions, we chose to show floating as it “feels” not as it appears.
We have played with inanimate objects, like the duck, to represent the experience in the tank.
The biggest thing we have learned about working with Float Now on their incredible product is that it’s less about what happens inside the tank and more about how it affects you in the rest of your life.
Being mindful, being present and being in the NOW is really what it’s all about.
Written by Tyler B.
Vivek and Roshni were introduced to us by our friends at Unite Coop. They needed some help with their social media presence and some general brand awareness. As a new company visibility was key for them.
One of the first concerns we addressed was familiarity with their physical location.
They felt that people didn’t know how to find them or what to expect.
We began telling the story by visually documenting their café, both inside and outside.
Creating content that illustrated the look and feel of the café was a great place to begin.
Their company is very involved in the community and donates 3% of their profits to a local charity. We provided live coverage for their charity switch over event and invited the public into the space to learn more. We did Facebook Live, Instagram Stories and curated a photo album of the event. Read more about Live Event Coverage.
Vivek and Roshni are the faces of the business and moving into our second month we began to engage them more in visual content. Using interview style videos was a good match for the couple and started a conversation with their followers around the philosophy of the business.
We also addressed some housekeeping issues like their delivery service with Skip The Dishes. During the cold months, we wanted to highlight this service which was popular with downtown office crowd.
As we moved into our third month of content creation everyone started to really open up.
Transparency is something we really try to foster with clients.
The more authentically we can represent the business the more engaged a social media following will be. It’s not always easy to find the balance with personal and professional online, but it’s something we work together with clients to find their comfort level.
The food however has remained the real star of the show. Each month we have highlighted new and popular menu items. Their vegan / vegetarian fusion menu is packed full of interesting things to educate, explore and inspire people with.
Most recently we sat down for our monthly strategy meeting and discussed their Nighttime Menu Launch and pulled together some inspiration to create a visual plan which included a Postcard Menu. We kept the menu on brand, while giving it a unique feel to match the diversity of their new offerings.
Since the new menu was so unique we made sure to not only document the food itself, but also the attitude of why it was created.
We created a Facebook Event, an online contest and a complete visual story for the new menu.
One of the best parts of working with The Karma Café is the openness and honesty we have developed in our communications.
Our content is only as good as the relationships we have with our clients.
We are thankful to Vivek and Roshni for being so awesome to work with and making our job easy.
Written by Tyler B
Hosting an event can be hectic and typically the last thing on people’s minds is pulling out a camera to snap a few photos. Live event support is something we love to do at T Squared Social. Throwing a great party is amazing for the people who attend, but documenting events can include exponentially more people in the excitement.
It’s important to share things as they happen, before and during. Making use of Facebook Live and Instagram Stories is key to including people in your event. People who didn’t attend may feel like they did.
Simply by sharing great photos and videos it allows people to feel included.
Once the event is over it’s critical to have a gallery posted quickly to create sharable items. Build on the excitement of the event by offering guests content to engage with. This is a perfect way to keep the reach growing on your social media and keep the party going.
Thank you to Karma Cafe for inviting us to their Charity Switch-Over event. Check out the links below to follow them on social media.
Created by T Squared Social. We are a Saskatoon based social media agency with a focus on education, content creation and management. We love making great content and helping people with their social media.