GrowthSocial Media

HUM NutritionGrowth Marketing | Social Media

Reaching +240K followers while increasing quarterly sales by +30%

Subject:Social Media and Growth
Client:HUM Nutrition
Industry:Beauty Supplements
Service:Social Media Management
  • 240K

    Followers

  • +30%

    Quarterly Sales Growth

Context

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.

“Beauty starts from within” and all beauty starts with nutrition.

The brand was seeking to develop its online presence to create a relevant and engaging community.

Everyone has heard about vitamins and supplements but it’s hard to tell the actual benefits. They are usually received as “boring,” “useless,” and “medical”, making it hard to engage in conversation on a grassroots level.

Objective

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, and making the connection between beauty and nutrition, all while driving traffic to the website.

Strategy

To focus on creating a beauty routine and insisting on the beauty and health benefits of HUM Nutrition, we built the content strategy on three key points:

Products benefits

We created a unique universe for every product, helping consumers to quickly discover the exclusive product benefits, as well as easily remember in which contexts to use the products.

Product ingredients

To put the emphasis on the 100% natural aspect of the products, we crafted visuals showing all the ingredients used in HUM products.

Brand values

The brand aims to empower women so we decided to spotlight quotes and actions of women who inspire us in return.

Partnership

The defined art direction offered us the ability to craft specific visuals for every partnership as we did for instance with Sephora. RESPECT OF THIRD PARTY GUIDELINE TO BE FEATURED ON THEIR ACCOUNT

User-generated content

With the community growing and the conversation between users and the brand expanding, we invited users to share more and more pictures and content. INCLUDE USERS IN CONVERSATION – GLOBAL COMMUNICATION

Improvement

Followers grew by 940% in over 10 months, reaching +25K followers.

As we were looking to grow even faster, we started to analyze followers’ behavior. Crafting visuals gave us a lot of freedom, however, users engaged more with real pictures. Therefore, we 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.

Results

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.