Humani
Content at scale for an emotional wellbeing card brand.
Humani sells physical card decks to work on emotions and train human skills, based in Chile. Claura started with a content pilot in June 2026 and in October took over the brand's relaunch, with Meta ads, email flows and in house automatic replies. In the first days of the pilot, Instagram reach grew 1,600%.
serhumani.com
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A physical product that is easier to understand on video
Humani posted very little and its audience was concentrated in Chile, even though half of its website traffic came from the United States. What moved its community most were videos from the experts behind each deck.
Volume first, focus second
The pilot tested volume: many posts a day to find which formats get saved and shared. With those learnings, content moved to illustrations in the style of the cards and to videos with the experts and one of the partners on camera, instead of avatars.
A relaunch with ads, emails and in house replies
In October Claura took over the relaunch: it restructured the Meta campaigns around the best performing videos, built a weekly posting plan and set up 4 email flows: abandoned cart, post purchase, welcome and free resource.
It is also moving the brand's automatic replies to Claura's own system: 19 keywords that, when commented on a post, send a card from the deck as a PDF by direct message.
Jun 16, 2026
Agreement on a content pilot
Jun 25, 2026
Pilot starts with high volume daily posting
Aug 4, 2026
Shift to card style illustrations and expert videos
Oct 6, 2026
Brand relaunch with Meta ads
Oct 15, 2026
Four email flows and a three week posting plan
Oct 16, 2026
In house automatic replies being built, with 19 keywords
Early numbers
In the first days of the pilot, 77 pieces were published versus 4 in the previous period, Instagram reach grew 1,600% and likes grew 1,175%. By early August, the account had 306 posts between published and scheduled.
People reached on Instagram
17xBefore · period before the pilot1,500With Claura · first days of the pilot, June 202625,000Posts
19xBefore · period before the pilot4With Claura · first days of the pilot, June 202677
- Instagram reach in the first days of the pilot
- +1,600%
- likes in those same days
- +1,175%
- posts at the start of the pilot, versus 4 in the previous period
- 77
Pilot review with the client on Jun 29, 2026.
- Content at scale for social media
- Illustrations in the style of the cards
- Videos with the experts and the partners
- Restructured Meta campaigns
- 4 automated email flows
- In house automatic replies with cards as PDFs (in progress)
- 1High volume content pilot to measure formats
- 2Style adjusted to what gets saved and shared
- 3Videos with experts and partners instead of avatars
- 4Meta ads built on the best performing videos
- 5Automated emails and keyword replies
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