Sports drink CPG company gains brand awareness for new product launch

Company profile

The client delivers an innovative supplementary drink that provides nutrition and recovery for athletes. The founding team comprises leaders from some of the largest sports nutrition and beverage companies. The product is truly one of its kind. Additionally, It’s a patent-pending nutritional drink, designed to give elite athletes more rapid and complete recovery from training and competition. This scientific breakthrough uniquely combines stabilized omega-3 fatty acids with high-quality proteins, carnitine, vitamins D and E, and natural antioxidants in a fruit juice beverage. The client’s mission is to enable everyone involved in competitive sports to continuously improve their own personal best through the highest quality nutrition.

Challenges

Devising and executing a go-to-market strategy for a unique product with a niche target market is, in itself, quite a challenge. Meanwhile, the core team was focused on product research, development, and enhancements, leaving them short on resources to invest in marketing. Finding an agency with experience in building go-to-market strategies, as well as the operational capacity and tenacity to deliver on the tactical execution, wasn’t easy. Previous marketing efforts had failed to establish brand awareness within the target audience to educate them about the product's benefits.

Our process

Our approach is straightforward when it comes to new product launches. Ultimately, our main priority is our client's success, which meant applying a unique perspective rather than simply utilizing our tried-and-true process.

To achieve this, we aimed for maximum exposure with the lowest spending, which resulted in an omnichannel approach. This strategy provided analytical insight into the market within a couple of weeks. Specifically, we discovered that our primary age demographic is between 35 and 50; 45% are female, and 55% male. Additionally, most of them lived in Atlanta, Houston, and Denver and were active on Instagram and Facebook.

From there, we optimized the campaigns to focus on Click-Through Rates (CTRs) rather than reach. As a result, we reallocated budgets from other channels to Social and focused on Lifestyle ads. These modifications solidified the client's campaign and media strategy and laid a strong foundation for scaling in the months to come.

Consequently, the client saw a massive increase in traffic to their site by reaching a relatively broad audience quickly. This provided the significant level of brand awareness required to push the product to the market and establish a considerable market share. Finally, month over month, the website attracted relevant and high-quality audiences who learned about the benefits of the product.