Brief:
Xoca, a health and wellness food and bev brand released its first product, an anti-inflammatory, nutritional energy drink. This campaign targeted fitness enthusiasts looking to consume healthier, naturally reduced sugar pre- and post- workout drinks.
Strategy + Execution:
As the brand’s e-commerce manager, I targeted our audience through several mediums. February 2020, I launched the brand’s very first UGC and influencer programs. Working with fitness creators to produce social media deliverables for both our channels and theirs, I solidified Xoca’s position as a leading alternative to unhealthy supermarket options. These creators included yoga teachers, skateboard and snowboard instructors, fitness coaches, and personal trainers.
One of our largest partners was Under Armour, giving us the opportunity to co-host regular group fitness classes at the Chicago Brand House. This permitted us to physically get in front of our customers, transform our market positioning as a lifestyle brand, and further the connection between healthy living and a consumable product. Rather than marketing the drinks as a standalone grocery item, we showed up to yoga, cardio, and TRX workouts and pitched the answer to unquenchable thirst post-sweat sesh.
Xoca was additionally a proud sponsor of the AVP, which gave me the unique opportunity to broadcast our involvement at women’s professional volleyball tournaments on our social channels.
Results:
Partnering with content creators focused on health, wellness, and sports helped Xoca build an online community in this domain and score 100% for positive brand sentiment. Creating real-world events where health and fitness enthusiasts could come together in-person and celebrate an active and nutrition-forward lifestyle strengthened the brand’s competitiveness. This integrated approach helped establish strong customer relationships.