How Tapping Into Trending Habits Gained 1,200 Followers in a Week

Sometimes growth does not come from doing something new. It comes from paying attention.

That was the thinking behind our recent campaign for sports SPF brand Solarsport. Winter is usually a slow period for sun protection. People are not planning beach trips, and SPF is rarely top of mind. Instead of trying to force demand, we looked at what our audience was already focused on.

The answer was obvious once we stepped back.

Runners were deep into marathon training. Strava feeds were full of logged miles. Instagram stories were packed with long run updates and early morning sessions in freezing temperatures. Communities were building around shared goals and accountability.

So rather than pushing product in a way that felt out of season, we built our campaign around that behaviour.

Meeting the Audience Where They Already Were

We launched a one-week organic giveaway across Instagram and Facebook, using Instagram as the main driver. There was no paid amplification behind it. The goal was simple. Create something that genuinely resonated and let the community do the rest.

The prize bundle was designed with intention:

• A pair of ON Running trainers
• A Strava Premium annual membership
• A Solarsport Skincare Essential bundle

Nothing random. Every element spoke directly to runners and outdoor athletes preparing for spring events. It matched what they were already investing time and energy into.

What Happened Next

Within seven days, the results were clear:

• 1,200 new Instagram followers
• 14.4K accounts reached
• 119 website link taps
• 11.3K total Instagram interactions

For a winter campaign in the SPF category, that level of engagement is not typical.

More importantly, the impact extended beyond social metrics.

• Instagram referrals increased by 2,400 percent month over month
• Sales rose by 69 percent during the week of the giveaway

That tells a bigger story. Awareness translated into action. Interest turned into measurable growth.

Why It Worked

There was no complicated media strategy behind this.

It worked because it was relevant. We aligned the brand with real habits instead of seasonal assumptions. We offered value that made sense for the audience’s lifestyle. And we allowed organic engagement to build naturally rather than relying on paid reach to manufacture momentum.

The Bigger Lesson

A slow sales season does not mean your brand has to go quiet. It just means you need to rethink where attention is going.