Drowsy | Eloisa Faltoni

I joined Jessie Inchauspé's team when her Instagram had 116K followers and we set ourselves a target that felt ambitious — reach 1 million followers before her first book dropped. We hit it. By the time I left, the account had grown to over 2 million followers across Instagram, with TikTok built from zero and YouTube launched alongside it.

Beyond the numbers, what I'm most proud of is the content system we built.

I helped establish repeatable formats that made complex nutritional science feel accessible and shareable — the kind of content people screenshot, save, and send to friends. And from my first weeks on the team, I kept pushing for an online course. I could see the audience was ready for it. That course became one of the brand's most significant revenue streams. It started as my idea.

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Un Gato en la Cocina Founder · Content & Community Lead · 2016–present

This one is personal. I started Un Gato en la Cocina in the pockets of time I had between other work — no team, no budget, no roadmap. Just a genuine belief that eating well should feel joyful, not punishing. I built everything myself: the content strategy, the editorial calendar, the social presence, the newsletter, the website, the product.

That brand became Love Every Meal — a digital platform where I sell healthy meal plans online. In its first year it generated over €10K in revenue. It also led to a publishing deal with Penguin Random House for my recipe book, which is now in its second edition.

Every follower, every subscriber, every sale came from content I made, formats I tested, and a community I built one person at a time.

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Danielle Hamilton Health Content & Digital Communications · 2023-2025

Danielle is a functional health practitioner with a strong audience and a business built largely around her courses, newsletter, and podcast. When I joined, Instagram was just over 70K. We set a target of 100K followers and hit it.

But the more interesting work was structural. We rebranded the podcast entirely — from "The Sugar Shackles" to "Light Up Your Metabolism" — a change that better reflected the brand's evolution and widened its reach.

I also redesigned her newsletter, creating a recurring format called Metabolic Monday: a curated weekly edition covering fresh wellness research, interesting topics, products, and course promotions. It became one of the strongest engagement touchpoints in the business. A good newsletter isn't just content — it's a relationship, and this one was built to last.

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CONTENT FORMATS I'D CREATE FOR DROWSY

Format 01: What 8 hours actually looks like

"I tracked my sleep for 30 days with Drowsy. Here's what changed."

Serialised content — a real person, a real experiment.
Week 1 / Week 2 / Week 3 / Month check-in.

UGC authenticity meets brand storytelling. Drives algorithmic loyalty through return viewers and anchors Drowsy as a lifestyle transformation. Series format builds a community that comes back. Positions Drowsy not as a product but as a turning point.

What the UGC can look like

Drowsy campaign’s inspiration

Format 02: The ritual, frame by frame

"This is my 9pm. No talking. Just the ritual."

Silent or low-music close-up videos of a real evening routine — products, textures, candles, soft light.

No face, no script. Pure atmosphere, shot like editorial film. Scalable with influencers and UGC creators who live the Drowsy lifestyle.

Sleep content performs best when it feels like sleep. High retention, highly shareable, builds brand identity without selling. Each video is a world you want to live in.

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Format 03: Did you know your evening is sabotaging your sleep?

"3 things I stopped doing before bed that changed everything."

Educational short-form: science-backed sleep tips in a warm, personal tone. Talking-head format. Strong hook, one key insight, soft Drowsy tie-in at the end.

This is the Glucose Goddess playbook applied to sleep. Complex topic → clear, genuinely useful content → brand credibility. Top-of-funnel, high save rate, drives shares. Sleep science is an untapped goldmine for this format.

ONE IDEA I COULDN'T STOP THINKING ABOUT

Sleep Like an Icon — limited edition collection series

When you sleep like an icon, you wake up ready to become one.

Imagine a series of limited-edition collections inspired by iconic women — scientists, artists, musicians, film stars. Each collection is a tribute to a woman who changed the world, and an invitation to unlock that same energy. Different icons, same truth: self-care is the foundation of everything.

First collection: Jane Austen. Romantic, literary, warm. Sleep masks, hair ties, a signature floral scent, candles in antique tea cups, and a habit tracker journal. Candlelight, pressed flowers, soft pinks.

Multi-channel content pillars per launch

Who was she?: Educational series on the icon's life
The unboxing ritual: Atmospheric, slow-paced reveal videos
What would she do tonight?: Creator content imagining her evening with Drowsy
Sleep Like an Icon challenge: UGC engine built into every collection launch

HOW I'D TURN DROWSY INTO A HIGH-PERFORMING SOCIAL BRAND

Sleep is universal, emotionally loaded, and deeply underserved in content. People aren't just looking for better sleep — they're looking for permission to slow down.

My approach would start with identity before output.

Before publishing more, I'd define 3–4 repeatable content pillars — atmosphere, education, transformation, ritual — and build a distinct visual and tonal language for each.

Then I'd build the engine.

I'd prioritise short-form video as the growth engine (TikTok + Reels), with educational hooks inspired by what worked at Glucose Goddess — where content that taught people something real drove both virality and deep brand loyalty. Sleep science is an untapped goldmine for this.

Then I'd scale through creators: not just UGC for volume, but a small group of aligned influencers who genuinely live the Drowsy ritual and make content people want to steal.

WHY DROWSY, WHY ME, WHY NOW

I've never applied for a job just because it exists. Every project I've chosen — Glucose Goddess, my own brand, the editorial work — has had something in common: it's genuinely good for the people it reaches. I care about that. Helping people sleep better, slow down, and take care of themselves isn't a marketing brief to me. It's something I believe in.

Drowsy's values feel like mine.

"All ideas are valid" — that's how I work. The course at Glucose Goddess started as my suggestion in week one.
"We can always be better" — I don't stop at the first version. I test, I iterate, I want to know why something works.
"Authenticity" — I've built my own brand being completely myself, and it resonated because it was real.

I'm also a builder by nature. I don't need a large team or an existing playbook to do my best work. Some of what I'm most proud of started from nothing — a blank account, a blank page, an idea I wouldn't let go of. That's exactly the kind of energy a build phase needs.

I'm based in Barcelona, I'm already here, and I'm genuinely excited about what Drowsy is creating. I'd love to be part of it.

A LITTLE MORE ABOUT ME

I'm originally from Rome, but Barcelona adopted me a long time ago. In between, I've lived in Paris and Kobe and somehow I always end up back here. I think that says something about how I move through the world: curious, open to going wherever things take me, but with a clear sense of where home is.

I'm a creative person at my core full of energy, hands-on, and genuinely passionate about the work I do. I don't wait for the perfect plan; I try things, see what resonates, and build from there.

The people I've worked with tend to highlight two things about me: my creativity and my commitment. When I'm in, I'm all in. I care deeply about people, the team I work with, the community I'm building for, and the person on the other side of the screen.

And I'm drawn to projects that do something good in the world. Every brand I've chosen to work with from nutrition science to food culture to training has had a genuine positive impact at its heart. That's not a coincidence.

Outside of work, I cook and I read. A lot. I think those two things are more relevant here than they might sound: cooking taught me that ritual, texture, and sensory detail are how you make people feel something. And reading - well, it's why a

Jane Austen sleep collection makes perfect sense to me.