Case Study

Wellbeing with the Pavelka App

At Pavelka, we believe in the power of wellbeing and community. Our Pavelka App is designed to help you share wellbeing content, form supportive communities, and launch engaging challenges. Whether you are looking to boost your own health or support others on their journey, our app provides the perfect platform. They offer comprehensive solutions for the creation or support of your internal wellbeing brand. Our expertise and tools help organizations foster a culture of health and wellness among employees, enhancing overall productivity and satisfaction. Pavelka’s headquarters are located in the charming city of Canterbury, Kent, United Kingdom. This picturesque location serves as the hub for our innovative health and wellbeing initiatives.

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1. Low Engagement and Views on Business Pages: Business pages are not attracting enough views and engagement.

2. Non-Strategic Content for Each Channel : Content is not tailored to suit the specific audience and strengths of each social media platform.

3. Lack of Overall Website Strategy:  No comprehensive strategy guiding the website’s design, content, and user experience.

4. Insufficient B2B Promotional Content: Lack of content specifically aimed at promoting business-to-business (B2B) services and products.

5. Absence of Copywriting in Blogs: Blog posts are missing engaging and persuasive copywriting to attract and retain readers.

6. Inadequate Content Structure for Brand Positioning: Content is not structured to enhance and communicate the brand’s positioning effectively.

7. Website Lacks Copy and SEO Optimization: The website is missing well-crafted copy and is not optimized for search engines (SEO).

8. Outdated Social Media Strategy: Current social media strategy does not capitalize on trending topics and formats.

9. Lack of Professional Production for Reels: Reels and other short video content lack professional production quality.

10. No Consistent Posting Schedule: Inconsistent posting schedule leading to irregular audience engagement.


  • Create Content Aiming to Speak with Leaders: Develop content that specifically addresses the needs, challenges, and interests of leaders in the industry, highlighting innovative solutions and leadership insights
  • Leverage Platforms that Reach Ideal Clients: Focus efforts on social media platforms where the target audience (technology leaders and organizations) are most active, such as LinkedIn for professional networking and Twitter for industry updates.
  • Establish a Content Pillar Strategy: Develop key content pillars to nurture existing clients, educate audiences, and inspire leaders. This could include themes like leadership in technology, organizational wellbeing, and mental health in the workplace.
  • Direct Content to Technology Organization Leaders:  Aim every piece of content to speak directly to leaders of technology organizations, promoting wellbeing through diverse content formats like articles, videos, infographics, and podcasts that inspire and empower.
  • Promote Wellbeing and a Health Mindset:  Create content that emphasizes the importance of a healthy mindset and organizational wellbeing, using case studies, testimonials, and expert interviews to provide value and actionable insights.
  • Professional Production of Reels and Videos: Invest in professional production for short-form video content like Reels, ensuring high-quality visuals and sound to effectively communicate key messages and engage the audience.
  • Incorporate Trend Analysis into Content Strategy: Regularly analyze current trends and incorporate them into the content strategy to keep the brand relevant and engaging. This includes leveraging trending hashtags, participating in industry conversations, and adapting to new content formats.
  • Enhance Visual Branding Consistency: Ensure that all visual content, including graphics, videos, and imagery, is consistent with the brand’s visual identity. This creates a cohesive and recognizable presence across all platforms.
  • Engage with the Audience through Interactive Content:  Use interactive content like polls, Q&A sessions, live videos, and webinars to engage directly with the audience, encouraging participation and building a community.
  • Utilize Analytics to Refine Strategies: Regularly review social media and website analytics to understand what content performs best. Use these insights to refine content strategies, optimize posting schedules, and improve overall engagement.

Results Recap

Pavelka has a long way to get int he right track, but positioning B2C to B2B is going to take a lot of adjustments to get int the right track. The goal is to support the audiences with the right content that connects and engages and building a different strategy for each social media channel since the organization is not clear in what direction they want to take besides nurture what they are currently offering.