Strategising the relaunch
We defined who the space was for, what members needed, and what would keep them engaged beyond week one. Customer interviews, surveys, and secondary research gave the community a clear purpose and credo.
Book a call From 40 quiet members to a 400+ person community.
How we helped revive a DNA brand’s WhatsApp community with strategy, research, programming, collaborations—and zero ad spend.
Jump to the results ↓01The brief
A premium health product. A community without a pulse.
Unlock.fit is a nutrigenomics brand that uses DNA testing to create personalised nutrition plans. Its customers are health-conscious, specific, and invested in managing lifestyle diseases better.
The brand believed in community, but what it had was a WhatsApp group: a small group of people, no strategy, and very little conversation. SheR HQ came in as community revivalists.
02 / The challenge
“They had some people in a group. But no strategy.”
Messages were few and salesy. There was no purpose or credo to guide the space, and no compelling reason for members to show up.
So we started from scratch: defined the true audience, spoke to customers directly through surveys and interviews, and researched the questions people were already asking on platforms like Reddit and Quora.
03How we helped
Strategy and execution, in the same place.
The goal was not simply to relaunch a group. It was to build the stickiness factor—a space worth returning to in month three, not just week one.
Creating engagement
The audience was made up of busy Indian professionals, so programming had to fit real life. We built stepathons, running challenges, habit-building sprints, and weekly expert AMAs—low-barrier formats with a reason to return.
Building collaborations
We connected the community with people they already trusted. An ACE-certified fitness coach supported a challenge, while another relevant collaboration brought five warm leads and two paying customers.
Owning growth channels
WhatsApp communities cannot advertise themselves. We built the founder’s LinkedIn presence and aligned WhatsApp broadcasts, Instagram, and email—adapting the strategy for each platform without splintering the brand voice.
04The results
People started showing up voluntarily.
The community became a trusted space where members supported one another, returned for updates, and converted into customers without being pushed through ads or promotions.
05Our metric
What is the Sticky Factor?
40%It is a metric coined at SheR HQ to measure how many people in your community return to check for updates.
A community can have lurkers and still be healthy. Lurkers are watching, present, and paying attention; eventually, some will participate. What is not healthy is a group full of people who are not even opening your messages. That is not a community. That is a contact list.