01 — Where he started
A real audience. Barely reacting.
The channels were active and had genuine scale. Engagement was flat. The twelve months below run July 2025 to June 2026.
124KFacebook followers
50.9KInstagram followers
Client portfolio: Gary Zukav
Gary Zukav was on Oprah more than forty times. He still couldn't grow his audience.
#1 New York Times bestsellers, with prefaces by Oprah Winfrey and Maya Angelou. Four decades of authority. He was reaching new people — and losing about as many as he gained.
If being famous solved this, it would have solved it for him. Being famous and being findable are not the same problem.
Then 1.37 million people stopped scrolling and stayed to listen.
Meta counts a ThruPlay at fifteen seconds or more. Reach is cheap. Fifteen seconds of a stranger's attention is not.
Source: Meta, July 2025 – June 2026. 1.37M ThruPlays across the year.
Then 1.37 million people stopped scrolling and stayed to listen.
02 — What we built for him
Forty years of ideas, turned into a growth engine.
This is what Gary Zukav got. It is the same system you would get.
Content
His best ideas, identified and put to work.
Social
Shaped so strangers stop, watch and share them.
Paid media
Amplified to people who had never heard of him.
Email + web
Converted into an audience he owns outright.
03 — One piece of content
A single reel reached 1.3 million people.
Virality is not the point. Nearly nine out of ten of those views came from people who had never heard of Gary Zukav. That is what growing a readership actually looks like.
1.29MViews
141.5KInteractions
88.3%From people who didn't follow him
04 — Twelve months
Not one lucky post. A connected, continuous system.
July 2025 to June 2026. Every figure below is from the annual performance report.
Views, interactions and follows: Meta. Leads: Meta Ads. Contacts: ActiveCampaign.
These are the numbers as measured, caveats included. Instagram only began reporting views on 22 August, so part of the view growth reflects that change; interactions, visits and follows are unaffected. Follows are the platform's count of follow actions, not net audience change — people leave too. You will get the same treatment.
20.9MViews across Meta
769K+Interactions
101.9KFacebook + Instagram follows
05 — Twelve months
What the year produced.
Reach is the start of the argument, not the end of it. These are the two numbers that turn attention into something Gary Zukav owns.
36KLeads from paid media
60K+Contacts in the list he owns
06 — The second half
Paid spend down 65%. Engagement up 501%.
Two separate measurements, and we keep them separate. Total interactions across the year's two halves rose from 109.8K to 660.1K. Paid spend in the second half ran 65% below the first.
Compared like for like, that reduced budget still produced 48% more video completions and 16% more paid interactions than the higher-spend half. Most agencies grow your numbers by growing your budget. This one got more efficient.
Source: Meta and Meta Ads, second half versus first half, July 2025 – June 2026.
+501%Interactions, H2 vs H1
+561%New follows, H2 vs H1
−65%Paid spend, H2 vs H1
$0.44Cost per lead, Spanish-language audience
Client portfolio: Gary Zukav · Web, merchandise and commerce
The audience was the start.
Then it created the opportunity for a second income stream.
22D designed the products, the branding, the logos and the store itself — a new revenue stream that didn't exist before, next to a website built to hold the whole body of work.
01 — The website
A website that stopped losing the readers we were sending it.
Traffic is only worth what the destination does with it. The old site took 28.4 seconds to load its main content on a phone. The rebuilt one takes 6.5. Everything the campaigns were paying to send there now arrives at a page that is still open when they get to it.
Source: mobile Largest Contentful Paint, measured before and after the rebuild.
Live events
A homepage built around the next time readers can be in the room with him.
Monthly live sessions are the first thing a visitor sees, with registration one click away — so attention arriving from social has somewhere to go.
02 — The Soul Store
A branded merchandise and ecommerce system, built from zero.
22D chose the products, designed the merchandise, created the branding and logos, and built the store. Readers can now carry the message — and the message pays for itself.
Books
Apparel
Gifts
Lifestyle
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