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The Toe Bro Case Study

HOW REACH AGENCY HELPED THE TOE BRO REACH THE TOP OF THE FOOT HEALTH INDUSTRY 👣

The Problem 

Jonathan Tomines, aka The Toe Bro, is a chiropodist (foot specialist) based out of Toronto, Canada. Jonathan wanted to leverage social media to expand his reach and share his knowledge of foot health throughout the entire world. Seeing the success of practitioners like @drpimplepopper and @doctor.mike, Jonathan believed he could replicate their success in the foot health space. Without a definitive understanding of social media and content, Jonathan leveraged Reach Agency’s expertise to build a custom social media strategy that served as a foundation in helping him become a viral success. 

The Solution - Why did The Toe Bro choose Reach Agency? 

Starting from scratch (March 2017), Reach Agency was able to build a clear tone and identity for The Toe Bro brand. By first outlining ideal customer profiles, content produced strictly catered towards the targeted demographic with deployed content focusing on surgery, education, professional and personal lifestyle. After the go-to-market strategy was finalized, we built a technology stack to enabled The Toe Bro to deploy content at a rapid pace and accelerate the growth of its social channels. 

The Specifics - How did we help? 

  • Establishing a Brand Tone and Identity

  • Creating a GO-TO-MARKET Content Strategy

  • identifying Customer Profile to targeT

  • CREATING AN ENGAGEMENT STRATEGY TO NURTURE A COMMUNITY

  • ESTABLISHING a Tech Stack TO STREAMLINE THE CONTENT PROCESS

  • ELEVATING the brand on social

The Results

With a clear go-to-market strategy and streamlined content creation process, Jonathan was able to become a viral sensation. By offering content on YouTube that differentiated from other practitioners, The Toe Bro brand experienced explosive growth. In under 20 months, The Toe Bro amassed a strong following on YouTube (248,000+ Subscribers), Instagram (10,100+ Followers) and Facebook (2,250+ Likes) - impressive numbers since every channel started from ZERO. Creating content on multiple channels such as Facebook and Instagram allowed The Toe Bro to reach and offer various forms of content to his following. More importantly, The Toe Bro has been able to tap into the viral nature of YouTube and Facebook, amassing a strong amount of earned media through likes, comments, and re-shares. This has led to The Toe Bro establishing other growth opportunities such as The Toe Bro Store, sponsorships, collaborative brand partnerships while establishing his brand as the most recognized persona in the foot health industry. 


YouTube Subscriber Growth

Facebook Follower Growth

Instagram Follower Growth

The Impact - By the Numbers

YouTube: 248,000+ Subscribers, 55m total views, 17,000+ hours watched daily
Facebook: 2,250 Followers, 740,000+ Accounts Reached
Instagram: 10,100+ Followers, 652,000+ Accounts Reached, 14,000+ Engagements, 640+ Website Clicks, 1,000+ Saved posts


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