As a Digital Marketing Specialist for Twinlab, a vitamin and supplements company, I supported a lean creative team in executing cohesive branding enhancements, a website overhaul, and new digital marketing strategies, which ultimately helped reestablish the brand in-market, connecting it with consumers old and new. Below are some examples of this work.
Product Category Pages
The decision to build a new website was made to achieve two main goals: enhance e-commerce functionality and improve the customer journey. As developers worked to set up a WordPress site with a WooCommerce plugin, I began the process of auditing the current customer journey, site content, and overall user experience, as well as those of competitors. These product category pages were built as a result of this effort, giving users an easier way to find what they’re looking for. These pages also provided a great opportunity to showcase our fresh, modernized branding, reinforced through playful copy, conceptual imagery, and vibrant colors (written and selected by yours truly).
Product Taglines
In addition to updated product packaging — which included shifting from a harsh serif font to an approachable rounded sans-serif, brightening legacy colors to modernize without making products unrecognizable, and removing busy backgrounds to drive home the clean, contemporary look and feel — I developed punchy taglines for bestselling products that sought to capture each one’s overall benefit(s) while invoking a dynamic brand voice that would appeal to younger consumers.
Email Marketing
Although our rebranding and digital marketing efforts sought to bring a modern, youthful feel that would appeal to a wider audience, we couldn’t neglect our existing customers, who tended to skew older and, when surveyed, overwhelmingly chose email as their preferred channel for marketing communication. Thus, I implemented an email marketing strategy to connect this audience with our e-commerce efforts, sharing promotions, new product launches, back-in-stock updates, and more. These campaigns quickly became top sales drivers, responsible for anywhere between 40-65% of monthly online sales over a year.