$250
in Meta ads reached 118,106 people in May 2026, at $1.90 per thousand impressions
What they needed
EQL Threads is run by twin founders, one of them an occupational therapist. They needed one team to handle content, community, ads and launches, on a budget with no room for waste, and in a voice that respects the disability community the brand serves.
What we did
We planned monthly calendars of Reels, founder stories and education posts, launched TikTok in January 2026, and covered events including the MSAA Women in Action fashion show, the UCLA Public Health Fair and the Abilities Expo.
We ran Meta awareness campaigns and reviewed them every month. When the data showed caregivers engaged more and cost less to reach than our style-focused audience, we moved the budget to them.
We also made the launch content for the brand's black wrap dress on Amazon in July 2026.
What happened
- In May 2026, $250 in Meta ads earned 132,767 impressions and reached 118,106 people.
- Organic engagement rate hit 19% on Instagram that month, and 13% on Facebook.
- Education and founder posts led month after month, like a shoulder mobility explainer and a National Sibling Day post about the twin founders.
Questions about this work
What social media services did Zolay provide for EQL Threads?
Organic social on Instagram, Facebook and TikTok, Meta ad campaigns, monthly content calendars, event coverage and Amazon launch content for an adaptive clothing startup.
What results did EQL Threads see?
In May 2026, $250 in Meta ads reached 118,106 people at a $1.90 CPM, and organic engagement rate hit 19% on Instagram.
Can Zolay run paid social for small brands?
Yes. Zolay manages Meta ads alongside organic social for small and growing brands, including budgets of a few hundred dollars a month.