brief.
Xoca, an emerging CPG startup, needed a clear brand story and multi-channel marketing strategy to introduce its first products and build early loyalty. With audiences ranging from health-focused consumers to active lifestyle communities, the challenge was to unify messaging, strengthen brand positioning, and create experiences that brought the brand to life both digitally and in person.
strategy + execution.
As the startup’s brand + content strategy manager, I developed and executed an integrated campaign ecosystem that combined education, community engagement, and creator partnerships into one cohesive brand narrative. This involved:
- Defining a consistent brand story rooted in product benefits and lifestyle relevance, ensuring clarity across all digital and in-person touchpoints
- Designing educational content that translated product claims and functional benefits into accessible, value-driven messaging for customers
- Launching influencer and UGC programs to expand credibility and reach, partnering with creators across fitness, holistic wellness, and lifestyle categories
- Developing and executing event-based brand activations, from community workout classes to retail pop-ups, strengthening connection
- Collaborating with strategic partners, including retailers, wellness practitioners, and brands such as Under Armour, to expand visibility and increase authority within active, engaged communities
- Leading cross-channel distribution across email, web, and social, ensuring messaging was targeted, consistent, and aligned with business goals
Together, these efforts shaped a unified brand experience that positioned Xoca as more than a product, but a lifestyle choice.
results.
Partnering with health, wellness, and fitness content creators enabled Xoca to build a dedicated online community and score 100% for positive brand sentiment. Capturing real-world activations where health and fitness enthusiasts came together and celebrated an active and nutrition-forward lifestyle strengthened the brand’s competitiveness. This integrated approach helped foster strong customer relationships and solidify Xoca’s market position.
This integrated approach accelerated brand awareness and drove measurable impact:
- 46% increase in brand awareness through creator partnerships and community activations
- 36% growth in online engagement driven by education-led storytelling
- Collaborating with research and product teams to ensure accuracy and strategic alignment
- Strengthened loyalty in key communities through hands-on events, retail partnerships, and collaboration with health-forward organizations
The campaign established Xoca’s foundation as a mission-driven, lifestyle-aligned CPG brand capable of scaling across digital and physical channels.