1111 Nantucket is a premier yoga studio and wellness retreat on Nantucket Island, offering hot yoga and mindful movement in a sacred, phone-free environment designed for presence, personal transformation, and nervous system regulation.
Summary
1111 Nantucket, a premier yoga studio and wellness retreat on Nantucket Island, came to Hawke Media with a digital presence that did not fully reflect the depth of its in-person experience. Known for hot yoga, mindful movement, and a sacred, phone-free environment, the studio had a powerful brand philosophy rooted in “the Middle Path,” nervous system regulation, and distraction-free transformation.
The opportunity was to translate that deeply intentional experience into a social media presence that felt equally grounded, differentiated, and magnetic. Through social media management, Hawke helped 1111 Nantucket evolve from an inconsistent, community-limited presence into a cohesive multi-platform brand across Instagram, TikTok, and Facebook.
Challenge
1111 Nantucket had a strong real-world identity, but its social presence was not yet capturing the full power of the brand.
Instagram reach was heavily concentrated among existing followers, with 85.9% of reach coming from the current community. Engagement was also underperforming, with Instagram sitting at a 0.7% engagement rate. Visually and verbally, the brand lacked consistency across channels, making it harder to build recognition, communicate its philosophy, or stand apart in a crowded wellness market.
The studio also faced a unique content challenge: its phone-free, sacred space philosophy was one of its greatest differentiators, but it made traditional social content creation more delicate. The team needed to grow visibility without compromising the integrity of the in-studio experience.
Approach
Hawke built the strategy around one central goal: expand 1111 Nantucket’s reach while protecting the soul of the brand.
The engagement began with a full social media audit, competitive analysis, and audience review across Instagram, TikTok, and Facebook. From there, Hawke refined the brand’s positioning around its sacred space philosophy and Middle Path principles, turning those differentiators into a clear content strategy.
Four core content pillars were developed:
Sacred Space & Shared Presence
Content that reinforced the studio’s phone-free, grounded, community-centered experience.
Embodied Stillness
Educational and reflective content focused on movement, mindfulness, and nervous system regulation.
Rituals Beyond the Mat
Lifestyle-driven content that extended the studio’s philosophy into everyday wellness practices.
Grounded Humor & Honest Voice
A more human, relatable layer that helped the brand feel warm, approachable, and culturally aware without losing its calm authority.
Hawke also created a visual identity system built around natural light, warm textures, sacred minimalism, and an elevated, intentional tone of voice.
Solutions
The strategy came to life through a full rebuild of 1111 Nantucket’s social presence.
On Instagram, Hawke refined the bio, prioritized Reels, introduced educational carousels, and created story sequences that better reflected the brand’s values. On TikTok, Hawke launched an active presence from the ground up, using authentic, movement-focused content to reach new audiences. On Facebook, Hawke revitalized the page with community-oriented content, event promotion, and a more consistent posting rhythm.
To solve for the studio’s sacred space paradox, Hawke created a content system that respected the phone-free environment while still giving the brand a steady pipeline of meaningful creative. This included founder and teacher voice integration, mood-based content themes, permission-based user-generated content, and templates that made the brand easier to maintain over time.
The result was not just more content. It was a scalable social ecosystem that felt true to 1111 Nantucket’s philosophy while giving the brand room to grow.
Results
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Instagram views increased
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Instagram organic engagement rate increased
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Tiktok video views grew
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Facebook views increased
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Facebook video views increased
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