Health, Hashtags, and Creative Backbone
Hear from James
“Zoë always made us feel comfortable, and the content was just done. She brought great energy, a deep understanding of how social media works, and produced work we were genuinely proud to deliver to our clients. Having her on the project gave us confidence, and consistency, every single month.”
Creating Scroll-Stopping Content for Australia's Massage Leaders
James Crook
Health Leader Company
The Big Idea
James and Elicia Crook of Health Leaders Company are well-known names in the Australian massage and wellness space. Their subscription product, Health and Hashtags, provides health professionals with monthly done-for-you marketing content, so their clients can focus on healing, not hashtags.
They brought us in to lead the creative engine room behind it all.
How it works
Health and Hashtags had a powerful vision: support their subscriber base with consistent, brand-aligned content that made social media feel easy, not overwhelming. They needed someone who could create scroll-stopping content that worked across dozens of health businesses, without losing heart or quality.
That’s where I came in.
Challenges We Navigated
This wasn’t your standard "set-and-forget" content pack. The challenge? Make the content useful, relevant, and beautifully flexible across dozens of unique practitioners, each with their own brand style and ideal client.
Every single month, we adapted to new insights; whether that meant redesigning layouts, shifting tone, or introducing new visual formats. The health industry changes fast, and we made sure the content evolved with it.
What We Built Together
Over 2.5+ years, we created:
💡 Up to 60 custom content pieces every month, including graphics, descriptions, and occasional videos
🎨 Templates tailored to massage therapists and health professionals, with visuals that stood out but remained brand-safe
📦 A flexible system that allowed for monthly content pivots based on seasonal promos, client feedback, and market shifts
🧾 Value-driven extras like article summaries, blog-style content, and educational visuals to help subscribers educate and engage their audience
Every post had to strike a balance generic enough to work across practices, but unique enough to actually grab attention and stop the scroll.
The Outcome
Over two and a half years, Health and Hashtags became a trusted staple for practitioners. While the wider social media climate was tough (with industry-wide engagement dropping), the project remained a consistent, creative backbone for subscriber visibility.
It’s been amazing to know everything was taken care of every month. Zoë asked the right questions, took feedback on board, and made the whole process easy.
~ James Crook
What This Taught Me
Great content is about more than just pretty pictures or trending audio. It’s about making people feel seen, supported, and equipped to show up even when algorithms change or motivation dips.
This project was a masterclass in human-first content, designed to uplift not just the end user, but every practitioner behind the scenes.
SEE MORE MAGIC ✨
SEE MORE MAGIC ✨
Wondering If This Could Be You?
If you’ve got a program, membership, or recurring offer that needs done-for-you content with heart, let’s talk. We can help you create a content system that reflects your mission and respects your energy.
