Save your dopamine
Company
Demi
Industry
SaaS
Waste Management
Solutions
Communication Strategy
Content
Making composting feel like a lifestyle.
Demi revolutionises composting for Chicago's urban residents with sleek bins and effortless pickup services, turning a habit most people find messy and confusing into something clean and aspirational. But while the product was strong, the brand's digital presence wasn't yet reflecting its potential. Composting still felt intimidating; misconceptions about smell, pests, and difficulty were common. Demi needed a way to explain its service, debunk myths, and make composting feel like something worth being part of, not just something worth doing.
Bolder was brought in to build a comprehensive, always-on content system for Instagram and LinkedIn, with a focus on organic growth.
The Challenge
The challenge wasn't awareness. Composting carries baggage: people assume it smells, attracts pests, and requires effort they don't have. Demi had already solved the practical problem. Our job was to solve the communications one: make the brand's digital presence match the product's actual experience, and turn a category most people avoid into one they want to join.
Content Strategy
We developed a tailored content strategy for Instagram and LinkedIn, rooted in audience insight and market analysis. Each platform got a distinct role. Instagram became Demi's visual playground: a space to make composting look modern, stylish, and emotionally appealing. LinkedIn focused on credibility, partnerships, and the broader sustainability story behind urban composting.
Topics were carefully selected to balance education and inspiration: composting basics, myth busting, hidden toxins in trash, behind the scenes of collection, and community milestones. We formalised this into detailed copy and design guidelines so that every asset would feel unmistakably Demi: same tone, same visual logic, same core story. We also built in deliberate flexibility for monthly updates and experiments, keeping the content responsive to trends and seasonal behaviour.
Content Production
With the strategy and guidelines in place, we moved into ongoing monthly content creation. Each month we produced a full set of posts tailored for engagement: swipeable explainers, carousel myth busters, ingredient spotlights, seasonal prompts, and community progress updates tracking pounds of food waste diverted. Visually, we leaned on Demi's earthy yet modern palette and photography of real food scraps, bins, and city life, making composting feel both accessible and aesthetically pleasing.
Optimisation
We paired production with regular reporting and quarterly reviews. Performance data fed directly back into the content plan: topics that sparked saves, shares, and comments were expanded into series; underperforming formats were dropped or reworked. This loop kept Demi's digital presence dynamic, relevant, and increasingly aligned with what its audience actually cared about.
Results
Over six months, Demi's renewed content system translated into measurable, outsized impact across both platforms.
+1890% LinkedIn impressions
+247% Instagram impressions
+15% organic follower growth
Impressions on LinkedIn surged by 1890%, showing that the brand was finally cutting through to new audiences. On Instagram, impressions grew by 247% and the follower base expanded organically by 15%, proving that a clear narrative and consistent visuals can quickly compound growth even without paid promotion.
Company
Demi
Industry
SaaS
Waste Management
Solutions
Communication Strategy
Content
Making composting feel like a lifestyle.
Demi revolutionises composting for Chicago's urban residents with sleek bins and effortless pickup services, turning a habit most people find messy and confusing into something clean and aspirational. But while the product was strong, the brand's digital presence wasn't yet reflecting its potential. Composting still felt intimidating; misconceptions about smell, pests, and difficulty were common. Demi needed a way to explain its service, debunk myths, and make composting feel like something worth being part of, not just something worth doing.
Bolder was brought in to build a comprehensive, always-on content system for Instagram and LinkedIn, with a focus on organic growth.
The Challenge
The challenge wasn't awareness. Composting carries baggage: people assume it smells, attracts pests, and requires effort they don't have. Demi had already solved the practical problem. Our job was to solve the communications one: make the brand's digital presence match the product's actual experience, and turn a category most people avoid into one they want to join.
Content Strategy
We developed a tailored content strategy for Instagram and LinkedIn, rooted in audience insight and market analysis. Each platform got a distinct role. Instagram became Demi's visual playground: a space to make composting look modern, stylish, and emotionally appealing. LinkedIn focused on credibility, partnerships, and the broader sustainability story behind urban composting.
Topics were carefully selected to balance education and inspiration: composting basics, myth busting, hidden toxins in trash, behind the scenes of collection, and community milestones. We formalised this into detailed copy and design guidelines so that every asset would feel unmistakably Demi: same tone, same visual logic, same core story. We also built in deliberate flexibility for monthly updates and experiments, keeping the content responsive to trends and seasonal behaviour.
Content Production
With the strategy and guidelines in place, we moved into ongoing monthly content creation. Each month we produced a full set of posts tailored for engagement: swipeable explainers, carousel myth busters, ingredient spotlights, seasonal prompts, and community progress updates tracking pounds of food waste diverted. Visually, we leaned on Demi's earthy yet modern palette and photography of real food scraps, bins, and city life, making composting feel both accessible and aesthetically pleasing.
Optimisation
We paired production with regular reporting and quarterly reviews. Performance data fed directly back into the content plan: topics that sparked saves, shares, and comments were expanded into series; underperforming formats were dropped or reworked. This loop kept Demi's digital presence dynamic, relevant, and increasingly aligned with what its audience actually cared about.
Results
Over six months, Demi's renewed content system translated into measurable, outsized impact across both platforms.
+1890% LinkedIn impressions
+247% Instagram impressions
+15% organic follower growth
Impressions on LinkedIn surged by 1890%, showing that the brand was finally cutting through to new audiences. On Instagram, impressions grew by 247% and the follower base expanded organically by 15%, proving that a clear narrative and consistent visuals can quickly compound growth even without paid promotion.
Company
Demi
Industry
SaaS
Waste Management
Solutions
Communication Strategy
Content
Making composting feel like a lifestyle.
Demi revolutionises composting for Chicago's urban residents with sleek bins and effortless pickup services, turning a habit most people find messy and confusing into something clean and aspirational. But while the product was strong, the brand's digital presence wasn't yet reflecting its potential. Composting still felt intimidating; misconceptions about smell, pests, and difficulty were common. Demi needed a way to explain its service, debunk myths, and make composting feel like something worth being part of, not just something worth doing.
Bolder was brought in to build a comprehensive, always-on content system for Instagram and LinkedIn, with a focus on organic growth.
The Challenge
The challenge wasn't awareness. Composting carries baggage: people assume it smells, attracts pests, and requires effort they don't have. Demi had already solved the practical problem. Our job was to solve the communications one: make the brand's digital presence match the product's actual experience, and turn a category most people avoid into one they want to join.
Content Strategy
We developed a tailored content strategy for Instagram and LinkedIn, rooted in audience insight and market analysis. Each platform got a distinct role. Instagram became Demi's visual playground: a space to make composting look modern, stylish, and emotionally appealing. LinkedIn focused on credibility, partnerships, and the broader sustainability story behind urban composting.
Topics were carefully selected to balance education and inspiration: composting basics, myth busting, hidden toxins in trash, behind the scenes of collection, and community milestones. We formalised this into detailed copy and design guidelines so that every asset would feel unmistakably Demi: same tone, same visual logic, same core story. We also built in deliberate flexibility for monthly updates and experiments, keeping the content responsive to trends and seasonal behaviour.
Content Production
With the strategy and guidelines in place, we moved into ongoing monthly content creation. Each month we produced a full set of posts tailored for engagement: swipeable explainers, carousel myth busters, ingredient spotlights, seasonal prompts, and community progress updates tracking pounds of food waste diverted. Visually, we leaned on Demi's earthy yet modern palette and photography of real food scraps, bins, and city life, making composting feel both accessible and aesthetically pleasing.
Optimisation
We paired production with regular reporting and quarterly reviews. Performance data fed directly back into the content plan: topics that sparked saves, shares, and comments were expanded into series; underperforming formats were dropped or reworked. This loop kept Demi's digital presence dynamic, relevant, and increasingly aligned with what its audience actually cared about.
Results
Over six months, Demi's renewed content system translated into measurable, outsized impact across both platforms.
+1890% LinkedIn impressions
+247% Instagram impressions
+15% organic follower growth
Impressions on LinkedIn surged by 1890%, showing that the brand was finally cutting through to new audiences. On Instagram, impressions grew by 247% and the follower base expanded organically by 15%, proving that a clear narrative and consistent visuals can quickly compound growth even without paid promotion.
