A pretty brand. A much bigger presence.

MVRI by the Sea had the kind of products that naturally catch your eye. But getting noticed is one thing. Getting noticed by the right people, building an audience around the brand and turning that attention into actual interest? That's a different game.

That's where we came in.

The idea was simple: make every impression work harder.

First, a little context.

Before Thirtythree, MVRI's Instagram was generating:

A starting point. Not a ceiling.

We saw an opportunity to take the brand beyond visibility and build a more intentional presence, one that could bring the right audience closer to the products.

Less guesswork. More of the right people.

We weren't interested in putting the same ad in front of everyone and hoping something stuck.

The first big shift was audience precision.

We moved towards female-first targeting, with a sharper focus on relevant urban audiences and the demographics most aligned with the brand.

And the difference was visible.

The audience mix moved from a historically near-even gender split to over 90% female reach in subsequent campaign reporting.

Because reach is great.

Relevant reach is better.

Then came the fun part. The ads.

One creative doesn't need to do everything.

Some creatives need to stop the scroll. Some need to make people curious. Others need to get them clicking, enquiring or taking the next step.

So we built campaigns around different jobs in the funnel.

We tested different formats, watched what people responded to and gave the stronger performers room to do more.

• Some need to get attention.
• Some need to build the brand.
• Some need to get the click.
• Some need to get the DM.

So we tested across the funnel.

1. 1Reels
2. 2Carousels
3. 3Product statics
4. 4UGC-style content
5. 5Influencer-led content

And the pattern became pretty clear.

Different creatives. Different roles. One connected strategy.

Not just one campaign. A whole funnel.

We brought together awareness, traffic, sales and messaging campaigns instead of relying on a single campaign objective.

That meant reaching new audiences, bringing interested people closer to the brand and creating more opportunities for them to take action.

We also used non-feed placements and dark-post campaigns where they made sense, allowing us to test and distribute campaign creatives beyond the regular organic feed.

And as the data came in, we kept refining the mix.

Test. Learn. Optimise. Repeat.

Because the point isn't to spend more. It's to make smarter decisions with the spend.

Now, let's talk numbers.

From the first campaign traction to the larger scale-up, here's what the campaigns generated across the reported windows:

And the audience kept growing.

A campaign can bring someone to your profile. A good brand experience gives them a reason to stay.

MVRI's lifetime Instagram follower base moved from approximately 9.2K to 12.6K+ through the engagement.

More people discovering the brand. More people choosing to follow along. More potential customers entering the picture.

A million views is nice. What happens next matters more.

The account went on to cross the million-view mark in multiple reported campaign windows, with one scale-up snapshot recording over 1.4M views and 1.38M accounts reached.

But we weren't looking at views in isolation. We were looking at the bigger picture: who was seeing the brand, what they were engaging with, which creatives were driving enquiries and where the next opportunity was.

That meant making changes when the data called for them, not just keeping campaigns running because they were already live.

And that's the difference between simply running ads and actually managing performance.

So, what did we take away?

• A strong product gets you started.
• The right audience gets you closer.
• The right creative gets people interested.
• And a well-built funnel gives that interest somewhere to go.

With MVRI, the work wasn't about finding one magic ad and calling it a day. It was about testing different ways to reach people, understanding what worked and building on those signals.

More than just getting seen. Getting somewhere.