Wayward Management
SOCIAL MEDIA MANAGEMENT
Building a social presence as individual as the talent behind the brand.
We manage the social presence for Wayward Management, a kids modelling and talent agency championing individuality, inclusivity and personality.
Our role goes beyond posting. We’ve built a recognisable social brand, created a consistent content engine and turned the Wayward community into part of the story.
THE APPROACH
More than managing a feed.
We brought together strategy, creative, content production and community to create a social presence that feels unmistakably Wayward.
BRAND IDENTITY
A cohesive visual identity across Instagram, from graphics and highlight icons to pinned messaging.
CONTENT CREATION
Monthly iPhone content days, professional photography and campaign video; giving the brand a mix of polished and authentic content.
ALWAYS-ON SOCIAL
8–10 Reels a month, regular feed content and Stories at least 3 days a week.
COMMUNITY
Interactive Stories, model spotlights and UGC from Wayward’s families and parents.
CAMPAIGNS
Giving Wayward something bigger to say.
We manage the social presence for Wayward Management, a kids modelling and talent agency championing individuality, inclusivity and personality.
Our role goes beyond posting. We’ve built a recognisable social brand, created a consistent content engine and turned the Wayward community into part of the story.
We developed campaigns around the values at the heart of the brand; individuality, inclusivity and community, such as:
#BETTERTOGETHER
A professionally produced campaign celebrating what makes every child different and why those differences are brilliant; through the lens of kids and their pets.
The campaign celebrated the friendships that make us better together, from the ‘usual’ to the wonderfully unusual.
Because when individuality, friendship and confidence come together, every child has the freedom to be themselves, stand out and shine.
Better Together campaign results:
317.5k views up 38% from the previous month | 16.5k accounts reached | 3490 interactions
65.7% of views of our Better Together professional video came from non-followers, helping the campaign reach beyond Wayward’s existing community without paid ad spend; introducing new audiences to a brand that feels inclusive, confident and genuinely committed to celebrating individuality.
CONTENT CREATION
Making every post feel unmistakably Wayward.
From polished campaigns to real moments, we create a content mix that showcases Wayward’s talent while building a presence that feels professional, personal and genuinely community-led.
POLISHED
Professional production gives Wayward the credibility of an established agency, with high-quality imagery and campaign films creating a strong first impression while showcasing models in an aspirational, industry-ready way.
REAL
Alongside the polished content, our monthly iPhone shoots capture personality, movement and those spontaneous moments that make the models feel relatable and real.
COMMUNITY
We encourage Wayward’s families to share their own content, bringing genuine experiences and everyday moments into the brand.
AN UNDERRATED INGREDIENT
Stories that start a conversation
The feed gets your audience there and stories keep them around. Stories are an important part of the ongoing Wayward relationship.
We use them to:
Introduce new faces.
Regular model spotlights and personality-led content.
Get people involved.
Polls, quizzes, questions and Q&As.
Share the real moments.
Behind-the-scenes content and UGC.
Build community.
Celebrating achievements, milestones and the people behind the agency.
THE RESULT
A stronger brand. A more engaged community.
Q4 2025
868K views
39.7K accounts reached
9.5K interactions
6,287 followers
Q1 2026
497K views
27.9K accounts reached
9.8K interactions
6,923 followers
+636 followers across Q1
While Q1 saw lower reach than the exceptional campaign-led Q4, engagement increased and follower growth remained consistent; showing a more actively involved community.
SOCIAL STRATEGY
A social presence built with purpose.
From Instagram SEO and pinned brand messaging to Reels, Stories, campaigns and UGC, every part of the Wayward presence has a purpose.
The result was a social brand that feels recognisable, inclusive, energetic and genuinely part of its community.
WHAT WE BUILT
WAYWARD MANAGEMENT × YOGHURT CREATIVE
A brand built with around individuality.
A social presence built to celebrate it.
Wayward Management review.
“Working with Yoghurt Creative has been a fantastic experience from start to finish. Charnelle has an incredible ability to take the huge stream of ideas I throw at her and turn them into a clear, creative plan that perfectly captures the vision. It’s been such a pleasure to bounce ideas around with her, and her organisation, creativity and enthusiasm have been invaluable.
Chloe is an exceptional photographer. She has such a calm and reassuring presence with our child models and their families, helping everyone feel relaxed in front of the camera. She consistently delivers beautiful, high-quality images that not only fit the creative brief but also adapts effortlessly to the style and feel we’re aiming for.
Tia has also been brilliant to work with as videographer. She created some incredible content featuring our models and their pets, and has a real talent for directing people naturally without making them feel uncomfortable. She knows exactly how to guide a shoot to capture the moments she needs, while reading the room and adapting her approach to each model.
Together, they make a professional, creative and incredibly talented team. Their attention to detail, collaborative approach and ability to bring ideas to life make them an absolute pleasure to work with. I wouldn’t hesitate to recommend Yoghurt Creative to anyone looking for a team that genuinely cares about producing outstanding work.”
Phoebe Finch, Founder & Director
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contact
Based in Essex, UK
Working Worldwide
07928967398
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