rfsucom
The goal a speculative strategy PROPOSAL exploring how RFSU AB could increase product visibility, engagement, and follower growth through a more structured Instagram presence.
This strategy was not presented to or implemented by the client.
Initial analysis RFSU AB’s Instagram showed a strong posting frequency with inclusive and diverse representation. There were a mix of product and educational content post that seemed to pick up on current trends.
However, the overall grid lacked visual structure, making the feed feel cluttered rather than curated
Strategic challengesRFSU AB faced a dual communication challenge as one goal was to increase product visibility and sales, but without losing the ability to inform and their followers about its mission-driven work. In the Nordic region, RFSU is relatively well known for its products, but less recognised for its important mission-driven work.
How do you balance commerce and mission without diluting either?
The core strategyThe main grid was reimagined as a digital storefront. A structured and cohesive layout was suggested to put the products at the center and initially strengthen brand recognition with a coherent look and feel. The aim was to increase professionalism and trust with brand and the page and improve recall in purchase situations.
Consistency becomes the key growth driver.
Supporting tools like pins, story highlights, bio and links together with geotags and hashtags would make sure that RFSU AB would maintain mission visibility.
Educational content would remain present by strategically pinning key posts at the top of the grid.
For product visibility all the Story highlights would become product categories for clarity and easier navigation. A dedicated highlight named “Our mission” would communicate RFSU’s mission and educational work.
The other tools would communicates brand ethos while link tools guide traffic to relevant platforms.
The growth driverMemes and reels. With a product-focused main grid and educational posts as the only other form of communication, engagement needed its own dedicated space. The Reels grid would serve as the primary discovery channel, alongside memes as studies show that humour is a key engagement driver. The memes would
By creating two separate grids with distinct purposes, RFSU could continue sharing educational short-form videos, product-integrated memes, and humor-driven engagement formats—without losing the brand’s aesthetic.
Expected impactA more structured grid combined with engagement-driven Reels was designed to:
Increase follower growth
Improve engagement rate
Strengthen product visibility
Maintain mission awareness across Nordic markets