CBR
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Social Media Management · Healthcare · Stem Cell Banking
Cord Blood
Registry.
0From a few hundred followersInstagram Followers
0▲ 144.1% growthTotal Shares
0▲ 217.6% growthTotal Saves
0vs. 0.3% industry averagePosts Above Benchmark
Built on four
pillars.
Storytelling
Narrative-First Content
CBR's mission — newborn stem cell preservation — is deeply emotional. We built a narrative strategy that spoke directly to expecting parents, balancing medical education with human warmth.
Audience
Precision Targeting
Two primary demographics: first-time expecting parents and experienced parents. Well-educated, in densely populated regions, middle-to-high income. Every post was written for them.
First-Time ParentsExpecting FamiliesOB/GYN Adjacent
Cadence
5 Posts Per Week
Monday through Friday, each day with a distinct purpose — building algorithm trust, audience habit, and brand consistency simultaneously.
MonEducational CBR-Specific
TuePregnancy Hacks + CTA
WedScience Education
ThuSales Content + CTA
FriInfluencer or Quote
Video
Algorithm Adaptation
As Instagram shifted to favor Reels and carousels, we proactively adapted — increasing original reel development and reducing UGC reshares to stay ahead of every algorithm update.
Original ReelsCarousel PostsReduced UGC
Zero to
37,100.
When we started with CBR in 2020, the account had just a few hundred followers. Over four years of consistent strategy, we made them the most-followed brand in their entire industry.
The Result
0
Instagram followers by April 2024 — up from a few hundred when we started. A growth of over 9,000% across a 4-year engagement.
*2024 data reflects January–April only.
April 2023 – April 2024 · 490 Posts Published · 24.7% Increase Year-Over-Year
0▲ 144.1% growthTotal Shares
0▲ 217.6% growthTotal Saves
0▲ 51.1% growthProfile Link Clicks
0Net audience: +37.8%Audience Growth
93% above benchmark
93% of all published posts performed above 1% engagement rate — and 98% performed above 0.5%. The industry average hovers around 0.3%. We delivered more than 3× the industry standard on nearly every post.
Shares
30,300+
▲ 144.1% year-over-year growth
Saves
23,600+
▲ 217.6% — the strongest metric of the campaign
Profile Link Clicks
21,000+
▲ 51.1% — CTAs driving real traffic to the site
Beat every
competitor.
CBR's follower count was more than 4× larger than their nearest competitor by April 2024, with engagement numbers that dwarfed the entire competitive set combined.
The Bottom Line
#1
in the industry
CBR became the most-followed stem cell banking brand on Instagram — with more followers than Americord, ViaCord, StemCyte, and CryoCell combined. Their engagement numbers were equally dominant.
CCB
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Social Media Management · Healthcare · Sperm Banking
California
Cryobank.
0From ~1,000 followersInstagram Followers
0▲ 430.4% growthTotal Shares
0on IG Live investmentROI Generated
0from one promo codeIn Direct Sales ($)
Inclusive stories.
Measurable results.
Storytelling
Celebrating Every Path
CCB's narrative celebrated all paths to parenthood — LGBTQ+ families, single mothers, and couples navigating infertility — with authenticity and genuine warmth at every touchpoint.
Audience
Three Distinct Segments
Three audience segments, each with tailored messaging delivered through the same brand voice.
LGBTQ+ Couples 22–34Single Women 35–42Male-Factor Infertility
Cadence
5 Posts Per Week
Each day with distinct purpose — from family features to sales CTAs — building rhythm, trust, and algorithm favor simultaneously.
MonEducational CCB Content
TueLOVE Book + IG Live + Influencer
WedFamily Feature
ThuSales Content + CTA
FriInspirational Quote or Mantra
Video
IG Live as Revenue Channel
We launched a bi-monthly Instagram Live series that became a trackable sales engine — with promo codes, documented ROI, and documented revenue per session.
Original ReelsCarouselsIG Live SeriesInfluencer UGC
1,000 to
36,800.
California Cryobank started with roughly 1,000 followers in 2020. Through four years of audience-first strategy, we turned them into the most-engaged sperm bank on Instagram.
The Result
0
Instagram followers by April 2024 — up from ~1,000 when we started. Net audience growth of 181.3% in the final year alone.
*2024 data reflects January–April only.
April 2023 – April 2024 · 665 Posts Published · 35.4% Increase Year-Over-Year
0▲ 430.4% growthTotal Shares
0▲ 293.2% growthTotal Saves
0▲ 92.7% growthProfile Link Clicks
0Net growth: +181.3%Audience Growth
IG Live turned
followers into buyers.
At the start of 2023, we launched a new initiative: a bi-monthly Instagram Live series. It wasn't just content — it became a measurable sales channel with trackable promo codes and documented ROI.
Account given priority placement in Instagram newsfeed
Content bumped to first position at top of followers' feeds
Followers receive push alerts even when phone is locked
Collaborating accounts' audiences introduced to @cryobank
Every session tracked via exclusive promo codes tied to real sales
2023 · Promo Code: TUESDAY
0%
Return on Investment · 349 uses · 67 sales
$627,480in attributable sales
Jan–Apr 2024 · IGLIVE
0%
Return on Investment · 74 uses · 14 sales
$137,260in 4 months only
91% above benchmark91% of all published posts performed above 1% engagement rate — and 98% above 5%. Industry average is 0.3%. We delivered nearly 17× the standard, consistently.
Saves
6,339
▲ 293.2% year-over-year
Profile Link Clicks
17,930
▲ 92.7% — CTAs driving qualified traffic
Shares
4,970
▲ 430.4% — highest growth metric of the campaign
Dominated
the category.
CCB was nearly 2× the nearest competitor in followers — and in engagement, the gap was even wider. CCB generated more engagements than Seattle Sperm Bank and Fairfax combined, by a factor of six.
The Bottom Line
#1 in
engagement
California Cryobank generated more Instagram engagements than all competitors combined — by a wide margin. 75,000+ engagements in 2023 alone vs. competitors in the low thousands.
DEB
Back to Work
Social Media Management · Healthcare · Donor Egg Banking
Donor Egg
Bank USA.
0From zero followersInstagram Followers
0From a single reelVideo Plays
0vs. 0.3% industry averagePosts Above Benchmark
0From the viral reel aloneViral Engagements
3 million
plays.
In 2021, we created a reel for Donor Egg Bank USA that stopped the internet. It racked up over 3 million video plays and 145,000+ engagements from a single post.
DEB's account became a beacon of community, empathy, and support in a space where most brands speak clinically. We spoke human first — and the algorithm rewarded it.
One Post · 2021
0
Video plays from a single reel we created. The post generated 145,000+ engagements — more than most accounts see in an entire year.
145K+Engagements
3M+Video Plays
Community first.
Sales second.
Storytelling
Empathy-Led Narrative
DEB's social space was built as a virtual hub for community, empathy, and learning — speaking directly to people navigating one of the most emotional journeys of their lives with honesty, warmth, and hope.
Audience
Hopeful Couples
Married heterosexual couples facing long-term infertility or diagnosed young. Despite emotional hardship, they remain hopeful — our content met them exactly there.
Long-Term InfertilityHopeful CouplesEnd-of-Journey Seekers
Cadence
3 Intentional Posts Per Week
Quality over quantity. Each day had a distinct purpose that balanced inspiration, education, and conversion without overwhelming a sensitive audience.
MonInspirational quote or fertility mantra
WedSales content tied to DEB blog or service
FriFertility content — often Reels
Video
Reels That Connected
We leaned hard into original video — personal, not promotional. This is what unlocked the viral moment in 2021, and the consistent 96%+ engagement rate year after year.
Original ReelsCarousel PostsEmotional Storytelling
Zero to
13,200.
DEB started with no followers. By 2024 they had 13,200. In 2021, one single reel crossed 3 million plays — dramatically accelerating growth and establishing the account's authority.
The Result
0
Instagram followers by April 2024 — starting from zero. Net audience growth of 151.3% in the final year alone.
*2024 data reflects January–April only. The 2021 viral reel dramatically accelerated early growth.
April 2023 – April 2024 · 370 Posts Published · 19.4% Increase Year-Over-Year
0▲ 111.2% growthTotal Shares
0▲ 41.5% growthTotal Saves
0▲ 53.8% growthProfile Link Clicks
0Overall growth: +2.9%Net Audience Growth
96% above benchmark96% of posts above 1% engagement rate — and an extraordinary 99.7% above 5%. Industry average is 0.3%. We delivered 16× the standard, consistently, year after year.
The Bottom Line
#1 by
every metric
DEB had nearly 4× the followers of their closest competitor, and generated more engagements than the only competitor with trackable data. Two competitors had engagement too low to even measure.
*Engagement too low to pull data.
PSD
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Branding & Identity · Social Media Strategy · Content Creation · Healthcare
Premiere
Sperm Donor.
Brand Identity
Social Media Strategy
Onboarding Decks
Content Calendars
Dual-Audience Messaging
Donor Recruitment
One brand.
Two audiences.
Premiere Sperm Donors is the only sperm bank in the world that provides DNA fingerprinting on every donor vial — ensuring complete accuracy and peace of mind for families. Led by top fertility professionals, PSD offers a highly screened donor pool, scientific rigor, transparent services, and a commitment to inclusivity.
They came to A Slice of PR to build their brand and social media presence from the ground up — with one significant challenge: their brand needed to speak to two completely different audiences, each with different motivations, emotions, and needs.
Brand IdentityTypography, style guide, and messaging strategy
Social OnboardingTwo full onboarding decks — one per audience
Content StrategyPillars, posting matrix, platform strategy
Content CalendarsMonthly social calendars with captions, scheduling
Ongoing MgmtActive social media management, both accounts
Two audiences.
One brand voice.
PSD operates two separate social presences — one aimed at recruiting sperm donors, and one supporting prospective parents. We developed a distinct content strategy, tone framework, and messaging approach for each, while keeping both rooted in the same brand identity.
Audience 01 · Donor Recruitment
Men, Ages 21–39
College students, recent grads, early professionals, athletes, creatives, entrepreneurs — motivated by flexible side income, purpose, and curiosity. We needed content that normalized sperm donation, made it feel like an opportunity, and made it easy for friends and girlfriends to tag potential candidates.
Tone: Bold, approachable, inclusive — "every guy could be a donor"
Channels: Instagram Reels, TikTok, Stories
Key hook: Up to $1,650/month + free health screenings
CTA: Drive to application page
Audience 02 · Prospective Families
LGBTQ+ Couples, Single Moms by Choice, Male Factor Infertility
Married couples and individuals in the early stages of TTC, mid-to-upper class, who appreciate quality and want a medically sound, emotionally supportive partner. We built a community-first presence that was warm, inclusive, and science-backed — celebrating every path to parenthood.
Tone: Warm, empathetic, reassuring, hopeful
Channels: Instagram, Facebook, LinkedIn
Key differentiator: Only DNA-verified sperm bank in the world
CTA: Free consultation booking, account creation
The only DNA-
verified sperm
bank in the world.
Premier Sperm Donors provides DNA fingerprinting on every single donor vial — something no other sperm bank offers. This became the cornerstone of every content strategy we built, because it's the kind of differentiator that earns trust instantly.
For Families
Complete peace of mind
DNA fingerprinting on every vial · Highly screened donors · Top 2% of applicants accepted · Ships nationally & internationally
For Donors
Earn up to $1,650/month
Free genetic + health testing · Flexible scheduling · Part of something bigger · The only DNA-verified program in the world
Built on
clear pillars.
Each audience got its own strategy — but both were grounded in three content pillars that drove every piece of content we created.
Families · Pillar I
Education & Empowerment
Fertility 101 in plain language — IUI, IVF, AHI, vial types, and what DNA-verification means for families. Normalizing nontraditional paths to parenthood for LGBTQ+ couples and single moms by choice.
Families · Pillar II
Premier Services & Differentiators
DNA fingerprinting explained, complete donor profiles, pricing transparency, ID Disclosure donors, and the future in-house research lab. Science made accessible and human.
Families · Pillar III
Human Side of PSD
Mini-mic series with the team, BTS in the lab, meet-our-families features, testimonials, and celebrating family-building milestones with the community. Real people. Real stories.
Donors · Pillar I
Benefits & Opportunities
Up to $1,650/month, flexible scheduling, free health and genetic testing, and being part of something bigger. Content designed to be shared — by friends, girlfriends, siblings — as much as discovered directly.
Donors · Pillar II
Requirements & Process
Ages 21–39, 5'6"+, good health, LA-based, U.S. work eligible. Step-by-step — screening, genetic testing, counseling, sperm analysis. Transparent, approachable, no guesswork.
Donors · Pillar III
Impact & Identity
Your story matters. You're not just "donating" — you're changing lives. Every donor is unique. Every donation fuels a family's dream. This isn't random. This is legacy.
5 days a week.
Every post intentional.
Two distinct weekly cadences — one for each audience — built to maximize algorithm favor, audience habit, and content variety.
Prospective Families Account
Mon
Static Image
Informational content
Tue
Video / Reel
Education or service
Wed
Static Post
Human side of PSD
Thu
IG Story
Q&As, Polls, BTS
Fri
Static Post
Human stories
Donor Recruitment Account
Mon
Static
Bold hook, requirements
Tue
Reel / Video
Hook-first, fast-paced
Wed
Carousel
Benefits or process
Thu
Carousel
Impact & identity
Fri
Static / Reel
Shareable CTA content
Colors, type,
and identity.
PSD's social brand guide features two color systems — one for the family-facing account, and one for donor recruitment — each with its own energy while staying rooted in the same brand.
Families Account — Color Palette
Donor Account — Color Palette
Brand Typography
ITC Avant Garde Gothic
Primary Display · Regular + Bold
Poppins Italic
Accent · Roca One as display alternative
Content built
to convert.
From monthly social calendars with ready-to-post captions, to strategic onboarding decks, to platform-specific content — here's a look at what we put into market for September 2025.
September 2 · Donor Recruit
The Side Hustle That Changes Lives
"Flexible hours. Competitive pay. Free health testing. This isn't your average side hustle — it's one that changes lives. Apply today with the link in bio."
September 4 · Donor Recruit
Do You Qualify?
"Do you have what it takes to be a sperm donor with PSD? Ages 21–39, 5'6" or taller, good personal + family health, live near Los Angeles. You could be earning up to $1,650/month."
September 16 · Donor Recruit
Why Guys Choose PSD
"For some, it's the side hustle. For others, it's the legacy. For all, it's impact. Help create families. Earn up to $1,650/month. The only DNA-verified program in the world."
September 29 · Donor Recruit
Just Apply
"Thinking about becoming a sperm donor? The truth is — the first step is simple: just apply. The worst case: you tried. The best case: you changed lives."