Spirit Scrubs is a national private-label scrub brand (division of The Uniform Outlet) built for healthcare workers who want gear that actually keeps up with their shift – comfortable the second you put them on, pockets on pockets, and styles that look effortless from clock-in to clock-out. They came to The Social G Co. with social media already established, but without the time or in-house resources to manage and grow it the way the brand deserved.
They didn’t need someone to “post more.” They needed a partner to own the channel, set the strategy, create the content, and turn a quiet, established presence into an engaged, growing community. The Social G Co. stepped in as their social media team: taking over day-to-day management across Instagram and Facebook, launching them on TikTok as a brand-new platform, and shaping a content approach designed to get healthcare workers to stop scrolling and start responding.
This social media marketing case study celebrates that Spirit Scrubs got 44x more engagement in 90 Days, and shares how The Social G Co grew their audience 2x and launched a full TikTok presence in one quarter.
The Challenge
The Challenge: Spirit Scrubs had the accounts and the audience, but the content wasn’t landing. In the three months before working with us (February–April 2026), the brand saw just 66 total engagements and an engagement rate of 1.7%, meaning people were seeing posts but scrolling past them. Follower growth had stalled at 23 net new followers for the period. The presence existed; the momentum didn’t. They also had no footprint on TikTok, where much of their healthcare-worker audience spends time.
The Strategy
We treated this as a quality problem, not a volume problem. Our approach centered on a more model-forward, curated content feel – real try-ons, relatable “we see you” moments for nurses, and product storytelling built around comfort and function (the details healthcare workers actually care about). We launched and built TikTok from zero as a new engagement engine, leaned into timely, community-driven moments like Nurses Week, and consistently doubled down on the content themes the data showed were working. The goal throughout: not just to be seen, but to get the audience actively reacting, following, and connecting with the brand.
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Mary and her team are seriously the best in the business. They identify trends before they even become a thing, and they are clever, creative, fun, and an absolute blast to work with. When we hired them, it felt like we gained an entire team. Their knowledge, expertise, and passion have added so much value to our brand. It’s hard to find a partner who is genuinely invested in your brand and business in today’s world, but Social G is the real deal. They go above and beyond by making industry connections for us, sharing recommendations, and introducing us to other partners we’ve since hired. They have incredible connections in Grand Rapids and genuinely want to see their clients succeed.
They are worth every. single. penny!!!
Samantha Schneck, Brand Manager, Spirit Scrubs
We are thrilled to report that in just 90 days, we helped Spirit Scrubs see 44x more engagement, grow their audience nearly 2x, and launch a full TikTok presence. The metrics below offer a before and after picture of Spirit Scrubs’ social media presence and effectiveness both with and without The Social G Co. This social media case study zoomed in on two periods of time: February to April 2026 (before TSGC) and what took place the first quarter of our partnership: May 1 to July 31, 2026.
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