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