Building a Vibrant Instagram Community

"A great partner to have at the start of our brand’s journey. And having dedicated support through my account manager makes a world of difference. A good strong team all around at Barrk."

— Makhosi Dlamini, iNgane Founder

1,460

Instagram follower growth in 4 months

662%

Instagram engagement growth

37,503

accounts reached using UGC

About iNgane

iNgane is a proudly South African brand that creates beautiful, bespoke babygrows with a unique South African feel. With a focus on quality, comfort, and local craftsmanship, iNgane has quickly become a favourite among parents who want their little ones to wear clothing that is both stylish and meaningful.

This new brand needed a way to connect with parents who value quality and local craftsmanship. That’s where we stepped in.

Challenge & Goals

Starting from scratch, iNgane needed to build a strong presence on social media, particularly on Instagram, where their target audience hangs out. The goal was to grow a highly engaged community, boost brand awareness, and drive e-commerce sales—all within a tight, start-up budget.

GOALS

Build a strong, engaged following on Instagram.
Leverage UGC and influencer partnerships to boost brand visibility.
Drive e-commerce sales through organic social media efforts.

Services used

Social Media Strategy

Social Media Marketing

Influencer Marketing

Strategies Implemented

1

User-Generated Content (UGC)

We encouraged iNgane’s customers to share their own photos featuring the babygrows, which created authentic content that resonated with other parents.

2

Influencer Collaborations

Partnered with local influencers who genuinely love the brand, leading to authentic and powerful endorsements that expanded iNgane’s reach.

3

Engaging Competitions

We ran regular Instagram competitions. These competitions boosted engagement and attracted new followers, creating excitement around the brand.

Business Impact

Our organic social strategy paid off big time, showcasing the power of community building without the need for paid ads.

iNgane’s Instagram following grew rapidly, building a loyal community of 1,460 followers in just 4 months. Engagement surged, with a 175.7% increase in profile visits and a 661.1% jump in engagement.

User-generated content and influencer partnerships significantly boosted brand visibility. In the first four months, UGC reached 37,503 accounts and engaged 7,129.

And regular competitions kept our audience hooked. Our August Babygrow Giveaway was particularly successful, reaching 1,127 people, with 245 likes, 591 comments, and 284 shares.

This not only boosted brand awareness but also drove e-commerce sales—proving that with the right strategy, paid ads aren't always necessary to make a big impact.