Case Study · Social Media Strategy
The Toe Bro
A social media strategy built from scratch that turned a Toronto chiropodist into a global voice for foot health.
Taking The Toe Bro viral
01 — The Challenge
Big ideas, no playbook
Jonathan Tomines, aka The Toe Bro, is a chiropodist (foot specialist) from Toronto. He wanted to use social media to expand his reach and share his knowledge of foot health worldwide.
Inspired by practitioners like @drpimplepopper and @doctor.mike, Jonathan believed he could do the same for foot health, but he didn’t yet have a clear understanding of social media and content.
02 — The Approach
Identity first, then growth
Starting from scratch in March 2017, Reach built a clear tone and identity for The Toe Bro, then a technology stack that let him deploy content quickly and grow across his channels.
01
Built for the right audience
Ideal customer profiles and social media branding.
02
Content that connects
Content strategy, direction and curation focused on surgery, education, and professional and personal lifestyle.
03
Growth by design
A community growth strategy and the tools to deploy content rapidly.
04
Run end to end
Project management and social media management.
03 — The Work
The work behind the views
Logo RedesignIdeation • Creation • Asset Development
Partnerships · Manscaped
Lifestyle Shoot (2018)
04 — What We Delivered
The full toolkit
05 — The Result
55M views without paid ads
The Results (2017-2018)
The Results (May 2024 - October 2024)
“Reach Agency has been instrumental in developing a detailed social media strategy that has served as the foundation of our marketing. The Toe Bro has yet to spend a dollar on paid advertising and has instead found the ‘secret sauce’ in developing a strong and native community of brand evangelists through strong content and personalized human experiences. Our social strategy and following would not be anywhere close to where it is today without Reach Agency.”
Jonathan Tomines · The Toe Bro
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