We built My Wy Eko's Instagram communication concept around “MYślę. WYbieram. PrzEKOnuję” (“I think. I choose. I convince”). Three pillars connect education, products and inspiration in a recognisable content system.
A concept drawn from the name
Online beauty retailer My Wy Eko needed communications that would express its character and distinguish its offer from other cosmetics shops. We started with the client's expectations, brand values and an analysis of topics connected with eco-conscious living. This informed the Instagram strategy.
The brand name became our starting point. We developed it into “MYślę. WYbieram. PrzEKOnuję”, assigning three roles: education, products and inspiration. For each pillar, we prepared topic series and a way to distinguish them visually.
Educational and product content
In the MYślę (“I think”) section, we published content about skin and hair types, reading cosmetic ingredients and an eco-conscious approach to skincare. We translated the information into short posts written in simple, friendly language.
The WYbieram (“I choose”) pillar complements these topics with specific products from the retailer's range. We connected skincare knowledge with product examples while clearly distinguishing the roles of different content.
Inspiration without extremes
In the PrzEKOnuję (“I convince”) pillar, we focused on everyday choices, ideas for greener living and environmental awareness days. We adopted a light tone, presenting conscious skincare as part of looking after yourself without giving up enjoyment.
We complemented the communications with animated formats. Each content group has a defined purpose, and the series allow different topics to develop. A shared concept and visual language connect education, the offer and inspiration.
