Overview

In 2022, Rebecca Minor, a seasoned expert in gender and sexuality, embarked on a journey to transition from her private therapy practice to a more public role as an advocate, speaker, and educator. The goal was to establish her as not only an activist but also a recognized subject matter expert—a move crucial for expanding her influence and driving revenue growth.

The Approach

SEEQER developed a comprehensive, omni-channel brand experience for Rebecca, grounded in deep ethnographic research. By immersing in the heart of her audience’s values and concerns, SEEQER crafted strategies that not only respected but enriched the space Rebecca aimed to influence. This research-driven approach informed the development of tactics that allowed her message to resonate across multiple platforms, positioning her as both an advocate and an expert. This strategy positioned Rebecca as a trusted authority who could authentically connect with diverse audiences, from parents to policy advocates.

Navigating a Changing Landscape

Between 2022 and 2024, the political landscape saw rapid shifts, particularly in policies affecting trans kids and broader gender issues. SEEQER’s strategy was designed to be agile, enabling Rebecca to pivot quickly in response to these changes. This flexibility was key in maintaining her relevance and leadership as a resource and beacon of hope for her community. Through thoughtful content curation and timely responses to ongoing developments, Rebecca solidified her position as a leading voice in these critical conversations.

The Results

The omni-channel strategy led to significant growth, with Rebecca’s Instagram following expanding from 6,000 to 25,000 by 2024. The success didn’t stop there. Leveraging the same strategic foundations, Rebecca launched “Bi Invisibility,” an initiative focused on amplifying bisexual voices, which quickly grew to 94,000 followers by emphasizing strategic virality and precise engagement metrics, including the calculation of K coefficients.

Rebecca Minor’s continued journey illustrates the power of a robust, adaptable brand strategy. The solid foundation built with SEEQER not only supported her transition into public life but also enabled her to expand her influence further into new areas of advocacy. The strategic insights and ethnographic depth that guided her growth remain pivotal to her ongoing success, underscoring SEEQER’s ability to create enduring, impactful brands.