01 — Project background
I helped Green Thumb Foods with its B2C marketing and social media strategy by investigating where and how its plant-based protein brand was positioned in the market. I created an innovative video-based social media content strategy to establish an online presence, aligned a variety of influencer partnerships, and built a foundational online community to strengthen the brand moving forward.
As a startup, Green Thumb Foods was struggling to get sales in its first year of being launched. This brand had no social media presence online and was seeking how to further strengthen its unique market position of selling products with just two ingredients or less. They had no social media presence and lacked a strategic marketing vision.
02 — Creative process
I refined Green Thumb Foods' brand positioning by analyzing their target market, digital presence, competitors, and brand elements.
I developed a comprehensive four-pillar social media strategy—exposure, connection, nurture, and closure—to build a dedicated online community. I collaborated with key micro-influencers in the food blogging arena and similar clean, plant-based companies to enhance brand awareness and engagement. Additionally, I established a consistent posting schedule, crafted a strategic hashtag approach, curated branded content, and strategically boosted posts to foster an organic and actively engaged social media following
As an experienced content creator, I recognized that short, 10-15 second viral-style videos with voiceovers and titles would significantly boost engagement on Green Thumb Foods' Instagram. I developed a content series featuring 6 breakfast, 6 lunch, 6 dinner, and 6 dessert recipes, complete with relevant hashtags, to be rolled out over several months. This content was also repurposed on their blog to enhance brand consistency and broaden reach.
03 — Strategy & Approach
The strategy behind this type of video was to gain significant traffic, increase brand recognition, and educate the community on how Green Thumb Food's Oat Milk and Pea Protein Powder can be incorporated into one's daily routine. I geared the videos towards women who are plant-based, value clean ingredients, enjoy sugar-free desserts, and cook healthy meals. I combined recipe content with educational product content and influencer posts for a holistic online presence to capture the essence of Green Thumb Foods.
There was no established content demonstrating the value proposition Green Thumb Food's main product brought to the market: a high quality, clean, affordable, eco-friendly, two-ingredient shelf stable Oat Milk powder, more nutritious than store-bought conventional Oat Milk. I started with the basics to increase brand awareness for Green Thumb Foods B2B and B2C customers.
I produced a "Product 101" video that included a how-to demonstration and highlighted the benefits for a B2B email campaign, as well as a B2C version for social media. This approach helped customers better understand the brand and its unique offerings. I then adapted these videos for use in targeted ad campaigns on Facebook, Instagram, and Amazon, ensuring a consistent message across multiple platforms.
03 — Results
My research pinpointed opportunities for enhancement in Green Thumb Foods' online reviews, social media testimonials, organic growth, and brand associations.
After implementing my recommendations in 2021, Green Thumb Foods expanded their product line and strengthened their market presence relative to major competitors. Their Instagram following increased from 94 to over 800 within a few months, consistently reaching over 55,000 accounts monthly.
The B2B video established new business partnerships, increased sales, and performed so well, that it was placed on the front page of the website to attract more customers.
Green Thumb Foods continues to grow to this day and has established a successful online brand presence.
Content Links
Green Thumb Foods Website & B2C video: https://greenthumbfoods.com/
Oat Milk product marketing promotional video: https://greenthumbfoods.com/product/oatmilk/
Instagram: https://www.instagram.com/greenthumbfoods/?hl=en
Influencer Collab Post Sample: https://www.instagram.com/p/CdGrytCvMLs/