Dr. William Li’s mission is to teach people how to use food as medicine. Our goal was to translate his groundbreaking research into a relatable digital experience. The idea driving our work was simple: merge science and storytelling to make complex medical insights accessible to millions online.
We set out to position Dr. Li as the go-to voice in evidence-based nutrition, grow a loyal online community, and drive tangible impact in the form of book sales, course enrollments, and email subscriptions. To do this, we aimed to:
• Build a consistent visual and editorial brand across platforms
• Grow his social following by 50% year-over-year
• Increase engagement through educational video storytelling
• Turn followers into subscribers through strategic calls to action
The campaign focused on empowering audiences to take control of their health through simple, evidence-backed steps. Every post, video, and live session connected science to daily habits. Our north star was credibility with humanit, making sure every viewer walked away feeling informed, inspired, and capable of improving their health.
We began by reimagining how a medical researcher could show up on social media. Instead of static infographics, we turned research into story-driven, short-form video built for modern attention spans. Each clip featured Dr. Li himself, simplifying complex concepts like angiogenesis or gut health into clear, actionable takeaways.
Our plan started with a full content ecosystem: YouTube as the educational hub, Instagram and TikTok as amplification channels, and email as the trust-building layer. We built content pillars (Eat to Beat Disease tips, myth-busting health facts, and practical “Food as Medicine” recipes) that reinforced Dr. Li’s authority while inviting participation.
Execution revolved around consistency and clarity. We launched a multi-platform publishing calendar synced with Dr. Li’s Masterclass and course launches. We produced monthly content batches, ensuring a steady flow of evergreen and trend-driven posts. Each video followed a formula: hook, education, application. This structure maximized retention and shares.
Challenges shaped the campaign’s innovation. Science communication often risks sounding cold or complicated. Our solution was conversational scripting, supported by motion graphics that made data visual. Another challenge was platform fragmentation (different audiences, formats, and algorithms). We solved this by building adaptive assets: long-form videos repurposed into snackable Reels, carousels, and quotes.
Midway through the campaign, TikTok’s algorithm deprioritized educational content. We pivoted, turning viewer questions from comments into new “Ask Dr. Li” micro-series. Engagement doubled within a month.
We also refined our analytics pipeline. By layering audience sentiment analysis with engagement metrics, we identified what sparked conversation (food visuals, myth-busting language, or personal storytelling) and doubled down on those elements.
Our work stood out because it made science emotional. Dr. Li’s audience didn’t just consume information—they acted on it. From broccoli sprouts to green tea, followers began sharing their own “Food as Medicine” stories, turning the community into an extension of the campaign itself.
The campaign exceeded every benchmark. Dr. Li’s following grew over 60% across platforms, with more than 20 million total video views and engagement rates consistently above 5%. Email subscriptions rose 3x, creating a powerful owned audience for future launches.
Instagram Reels became a breakthrough format. A single series on “Five Foods That Starve Cancer” generated over 8 million organic views and drove a 28% lift in book sales in the following quarter. YouTube watch time doubled, with average retention climbing to 72%.
After we launched Dr. Li’s TikTok, we saw exponential growth in metrics in just 5 months, including a 10,500% growth in followers.
Beyond numbers, the campaign shifted perception. Dr. Li became recognized not only as a researcher but as a trusted health educator. Major media outlets cited his content, and his live Q&As built a direct connection with his audience that outperformed traditional ads.
