Nutracelle created the first allergen safe protein formula, and has expanded their product offerings to serve moms and kids across Canada and the U.S. They approached us to help with marketing in the U.S. and Canada in all contexts: social media, content production, user experience, and more.
As a well established Nutracelle had a clear vision, and our goal was to elevate the aesthetic consistency across all platforms and make social media management seamless. We used internal data to determine what our highest priority channels were, what ongoing initiatives were not driving results, and how to preserve the Brand’s friendly tone while asserting the efficacy of the products compared to competitors.
In the first two years, Triarc redesigned the packaging of Nutracelle's flagship product, built a new website, generated a 588% ROI on email marketing, and developed ads that have generated an average of 350% ROAS.
The Nutracelle community is highly engaged and our social media management needed to reach new people as much as it needed to serve existing customers with a variety of questions and ideas.
The two main components of our social strategy are education and inspiration. There’s quite a lot of myths to unpack when it comes to fueling the body right, and the versatility of Nutracelle’s protein formulations lets us present the product in ways consumers aren’t expecting- High protein/low calorie blueberry pancakes toe the line of mouthwatering yet feasible for a busy mom looking to make a lifestyle shift.
Influencers can be particularly useful for addressing stigma, and squashing it. We know that Nutracelle protein tastes better than their competitors, but most people are worried that protein shakes can;t actually taste good.
Our influencer program with Nutracelle has organically shifted into a brand ambassador program. The difference is, we establish a relationship with each ambassador month over month and work with them to create specific types of content for seasonal campaigns, and they consistently feature Nutracelle products as part of a lifestyle- not just a solitary endorsement.
Producing media for Nutracelle requires a full suite of capabilities and content needs. Our scope requires models, studio settings, lifestyle productions, and advertising content.
To start, we love shooting Nutracelle’s recipe content, everything goes off without a hitch and we find bystanders offering to jump into shoots in exchange for a bite of whatever we have whipped up. We also dive into studio photography/videography that captures the smooth texture of the protein shakes with a macro lens.
Nutracelle can be found through Amazon and their website so we use a combination of channels to support both channels. Our primary goal is customer acquisition because Nutracelle has an exceptional customer retention rate.
Our scope is wide and our targeting is highly specific. We know our target demographic, so we focus on grabbing interest in media rich environments like Facebook and capturing consumers with purchase intent with Google search engine marketing. Our advertising funnel doesn’t skip the nurture state either, keeping blog content top of mind with consumers in the consideration stage is an ongoing process with the social media team.
Design has always been incorporated into Nutracelle’s content, and we sought to refine the process to cement brand recognition.
We incorporate design into the social feeds to break down educational content in a visually appealing context. We also use design to make advertising more dynamic and eye catching.
The Triarc copywriting approach had two primary objectives: educating the consumer and generating revenue through email marketing.
Copywriting covered a variety of blog topics, from recipe ideas to the science behind product formulation. Though blog writing was crucial to consumer education and SEO it does not compare to the 588% ROI that we were able to produce through targeted email marketing campaigns.