WunderEggs Product Launch Marketing Campaign

Industry: Consumer Packaged Goods CPG

My Role: Marketing Manager

Project Brief:

WunderEggs are plant-based hard boiled eggs that are made with nuts and zero cholesterol. As the Marketing Manger, I developed an end-to-end marketing plan for a nationwide product launch in Whole Foods Market. Some of my key accomplishments were executing the video campaign above, developing influencer and PR relationships, planning pop-up events and playing a key role in the development of the brand’s identity.

I structured this campaign into three core elements: pre-launch, launch, and post-launch. With this product being the first of its kind, the pre-launch objectives were to drive as much trial and awareness as possible. From pop-up sampling events, focus groups and influencer partnerships, my goal was to obtain testimonials, UGC content and social media impressions. During launch, I developed key PR media relationships that drove continued awareness and testimonials from industry experts. My post-launch recommendations were to drive in-store traffic through sampling programs, coupons and influencer partnerships.

Deliverables:

  • Development of brand identity and messaging
  • Social media strategy
  • Email marketing campaigns  
  • PR strategy
  • Influencer campaigns and partnerships
  • New website  
  • Promotional video campaign
  • Pop-up events
  • Community Building

Key Results:

  • Consistent branding through strategic messaging, story-telling and improved guidelines
  • 75% increase in e-commerce sales through segmented email marketing campaigns
  • Earned PR articles within the plant-based industry
  • Improved e-commerce conversions and UX/UI through expert website management, design strategy, and SEO efforts
  • Local brand awareness in Austin, Texas through pop-up events and influencer partnerships
  • Early stage product reviews that drove continued product development
  • Community of over 100 plant-based enthusiasts eager to try and promote the product
  • Product photoshoot
  • SEO focused recipe blog post
  • Informational email marketing campaign
  • Product testimonials / UGC content
  • Local pop-up tasting event
  • Promotional email campaign
  • Influencer partnership / UGC content
  • Organic influencer post
  • Earned media from VegNews
  • Affiliate Program Promotion
  • Social Media Testimonial Graphic