Meet Isaac gave Laurier a recognisable persona-led voice, “Big Sis,” across Facebook, Instagram and TikTok, reaching more than 1.5m on Instagram each month. 

Challenge

Laurier needed to shift from product-information broadcasting to emotionally resonant, persona-driven communication that could build sustained relevance with younger audiences across Facebook, Instagram and TikTok.

Insight

Product-led content earns attention once; personality earns it repeatedly. Younger audiences follow voices they recognise. Laurier’s gap was not product quality or media spend, it was the absence of a consistent human presence to return to.

Approach

Meet Isaac led the repositioning of Laurier’s content identity, creating a relatable persona (Big Sis), a platform architecture with TikTok as the primary emotional channel, and a recurring content system built on four elements:

• Persona-led storytelling: a recurring brand personality that anchored all content with a consistent voice.
• Recurring identity formats: templated structures that made the brand instantly recognisable in-feed without losing variety.
• Community interaction prompts: content designed to invite response, turning passive scrollers into participants.
• Platform-native short-form: TikTok content built for the platform, fast, emotionally immediate and made to drive completion and reshare.