Mock Strategy: Supplement Brand

We get to work with a wide range of brands every single day. Do you have a brand, need marketing, but don’t know where to start? If you are in the wellness or supplement space, this mock strategy may illuminate what you need to make an impact on your audience.

Below, we’ve created an entirely fake brand with entirely real problems. We’ve also created a roadmap to solve those problems with a cross-channel strategy.

(Chances are, your brand is very real. If this is the case, book a free audit with us to get a personalised version of what we’ve created below.)

Without further ado, let’s break down our mock brand and craft their marketing journey.

Problem: New brand. Lack of awareness. 

Brand is getting no traction and is only making use of Facebook, Instagram, occasional email, and occasional ads. Too “off and on” and inconsistent to make an impact. Limited to no assets.

USPs:

• All-natural
• Vegan
• Premium product
• Young target audience (18 – 30)
• Mental well-being supplements/vitamins
• Made in the UK
• Subscription model

NEXT STEPS

1. Book a call. What are your KPIs? Where do you have the opportunity to expand?
2. Create or obtain brand assets. Style guides, buyer personas, assets, etc.
3. Perform competitor analysis. Where can you fit into the market?
4. Craft strategy. Include campaigns that will solve issues.
5. Test, refine, and report. Discover what is and isn’t working.

COMPETITORS:

Key channels:

• Meta social presence
• TikTok social presence
• TikTok Shop
• Optimised website
• Blog/podcast
• Influencer marketing

Takeaways:

• Entertainment content focus
• Highly targeted to Gen-Z
• Less promotional tone
• Minimalist, clean, and helpful

YOUR STRATEGY:

• 23 social posts across Instagram, Facebook, and TikTok
• TikTok Shop setup and affiliate outreach (600 invitations per month)
• 2 cross-channel influencers onboarded per month
• 1 brand collaboration per month
• Launch blog series
• Set up newsletter + email flows
• Kick off with a major content shoot ft. UGC creators
• Meta and TikTok ads (month 2)

CONTENT PILLARS:

• “Wellness Academy”
  • Lives on the blog page, repurposed on newsletters and through carousel content
  • Quick, easy wellness tips for the busy young person
  • Work with influencers to harness their expertise and lifestyle
• Press
  • New launches, discounts, events, and more
  • Characterised by crisp product imagery (obtained by shoot) and direct CTAs
  • Across all channels
• “Mental Health is Important” campaign
  • Speak to creators, affiliates, influencers, and other brands about mental health struggles
  • Target experts and online personalities to hear their story
  • Goal to normalise mental health struggles 
  • Feed interviews through to blogs and newsletter
  • Brief affiliates with this prompt and create a viral hashtag: #mentalhealthisimportant

OUTREACH STRATEGY:

• Start with memorable, inexpensive product that can be distributed widely
• Create luxe influencer “unboxing” style packaging for specialised collaborations
• Start with affiliate connections to control central messaging of content

WEBSITE STRATEGY:

• Optimise all pages
• Create blogs based on trending keywords and strategic, campaign-dictated series
• Focus towards directing users to newsletter for longer engagement with brand
• Make it easy for visitors to follow across channels

ADS STRATEGY:

• Run against influencer/affiliate UGC-style content
• Focus on best performing assets
• Concentrate on retaining audience interest to maximise return on awareness KPI

CONTENT SHOOT STRATEGY:

• Invite our UGC creator connections to a content and product shoot
• Build bank of beautiful product shots and assets, positioning in contextual environment
• Utilise creators for lifestyle and aspirational shots
• Optimise for social, blog/newsletter, and website sizes and needs
• Shoot video b-roll content

Does this brand sound like yours?

Does this strategy excite you?

Book an audit with us to get started.