The company, through its brands Cellucor, C4, and Tend develops dietary supplements for pre-workout, protein and post-workout recovery
A global leader in sports nutrition, Nutrabolt is known and trusted by millions of consumers, consisting of elite athletes, celebrities, everyday gym-goers, and non-gym goers alike looking to optimize their performance in all aspects of life. Nutrabolt’s mission is to innovate, inspire and make products that maximize human potential accessible to all.
Scope: Drive awareness of brand and company by creating a comprehensive diversity and inclusion framework ahead of potential public offering. Social media initiatives rooted in building authenticity with minority consumers by utilizing relevant influencers and creating breakthrough cause initiatives.
Insight: African American and Hispanic consumers account for 21% of sport nutrition market and projected to grow by 15+% by 2023. These segments are underrepresented and often feel discounted from sports nutrition and fitness companies.
Solution: Developed a framework to drive brand awareness and personal connections with multicultural consumers authentically through community outreach and relatable brand influencers.
Contributed to overall increase of +114% monthly impressions VPP
Developed content that drove engagement rates +3pts higher than competitive set (14% vs. 11% from competitors)
Significantly increased monthly impressions from 2MM to 30+MM (+1400%) over one year
Significantly increased brand followers from 62K to 200K+ (+200%) over one year
Increased aided awareness +8% versus prior year