Reaching +240K Followers While Increasing Quarterly Sales by +30%
HUM Nutrition is the first beauty nutrition supplement company on the market providing clinically proven vitamins, supplements, and powders, designed around skin and body concerns to make you look great and feel even better. With HUM you can truly say “Beauty starts from within” – health is the beginning of all beauty.
To create a relevant and engaging community, the brand sought to develop its online presence.
Many people are familiar with vitamins and supplements, but it’s difficult to determine their actual benefits. In general, people perceive them to be “boring,” “useless,” and “medical,” making it hard to engage in grassroots conversation.
The purpose behind the Social Media and Brand Content Strategy was to spread the brand’s vision to be the starting point of every “Beauty Routine”. The goal was to change consumers’ perception of vitamins and supplements, making the connection between beauty and nutrition, all while driving traffic to the website.
In order to create a winning “Beauty Routine” emphasizing HUM Nutrition’s health benefits, Bold+Beyond built their content strategy around three key points:
Creating a unique universe for each product allows consumers to quickly discover its unique benefits, as well as remember when and where to use it.
In order to emphasize that HUM products are 100% natural, Bold+Beyond designed visuals that illustrate their ingredients.
One of HUM’s core values is to empower women – to execute this vision, they decided to spotlight women who inspire us.
The defined art direction offered them the ability to craft on brand visuals customized for every partnership as Bold+Beyond did for Sephora.
With the community growing and the conversation between users and the brand expanding, they invited users to share more and more pictures and content.
Followers grew by 940% in over 10 months, reaching +25K followers.
As Bold+Beyond were looking to grow even faster, they started to analyze followers’ behavior. Crafting visuals gave them a lot of freedom, however, users engaged more with real pictures. Therefore, they revamped all social media content using real-life photography, challenging ourselves to maintain the organic shapes and color-coding designed for the brand.
This significant improvement in strategy allows users to engage on a more personal level and project themselves in the brand universe while imagining their own Beauty Routine.
Followers grew significantly in the subsequent 14 months, reaching +131K followers. As of today, the HUM Nutrition community encompasses +240K followers and received the famous Forbes CircleUp 25 awards.
Bold+Beyond is a Consulting and Digital agency providing digital products and growth marketing programs for every stage and every goal of scale.