Overview
Cat Strawbridge, founder of Finally Pregnant and host of the podcast of the same name, supports women who are pregnant after infertility or loss. Cat wanted help with promoting her wellbeing classes, coaching sessions & community membership in a way that would encourage sign-ups while respecting the sensitivity of her audience.
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My role included: Social media content creation, campaign planning, and wider marketing consulting.
Cat Strawbridge, Founder of Finally Pregnant
"Working with Rachel was such a relief. She immediately understood the sensitivity of my audience and helped me find the right words to talk about my classes without ever feeling ‘salesy’. The campaigns she built gave me more confidence to promote my work and, most importantly, brought more women into a space where they felt supported and understood."
Objectives
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Increase registrations for classes and 1:1 coaching sessions
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Increase membership to Cat's paid for community
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Position Finally Pregnant as a trusted, supportive space, rather than a "service to sell"
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Develop a social media marketing rhythm that respected audience sensitivity while still prompting action.
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Ensure tone and messaging were empathetic, supportive & audience appropriate.
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Advise on broader marketing strategy without diluting Cat's authentic voice.
01.
Positioning & tone
Worked with Cat to refine messaging around reassurance, safe space, and empowerment. Avoided trigger-heavy phrases and created copy that normalised vulnerability while highlighting support.
02.
Social media content
Planned and wrote posts for Instagram (where Cat's main audience existed), positioning classes and coaching around support, reassurance, and community rather than “selling.”
03.
Consulting
Worked with Cat to review her wider marketing activity, advising on consistency across touchpoints and helping to shape campaigns that reflected her brand values.
Results
Increased engagement with services
The campaigns delivered measurable growth in both community engagement and course participation:
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Community growth: Membership of the Finally Pregnant community increased by 12% / 119 members during the campaign period.
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Wellbeing courses: Bookings for classes rose by 18.3% with higher retention into follow-on coaching.
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Confidence: Cat reported feeling more confident using Instagram as a proactive sales channel without compromising sensitivity.
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By centring the campaign around empathy and reassurance, the social posts felt like an extension of the supportive environment Cat had already built & not a hard sell.