Marketing and Launch Communication Assets for a new direct-to-consumer product.
Clean Energy Super Greens
BIOHM set out to launch a new super greens product with natural caffeine. I was tasked with creating packaging concepts, developing a launch plan and related assets for the official launch of the product.
Final Packaging Concept
After several rounds of concepts, the team settled on this concept shown. It reflected the easy-to-read style we wanted, as it would be only sold online. The team wanted simple icons and bullet points to call out the main features while keeping in mind that the product was not something the consumer could actually touch and feel until the product was shipped to them.
Reviews
Once the sourcing team was able to get samples, BIOHM sent those samples to various customers and sales ambassadors for their input and reviews.
Some ambassadors provided video testimonials, while others supplied written quotes. These assets would be important for the product launch.
Product Launch Teasers- Digital Marketing Assets
The first step was to create assets to essentially tease our followers on social media and e-mail subscribers with the coming new product announcements.
Versions of these teaser concepts were done for Instagram, Instagram Stories and Facebook posts.
Product Launch:
Going Live
When the product was finally ready for ordering, the BIOHM team decided to announce its availability to their VIP customers first via e-mail. That was followed up with e-mails to less-engaged customers a day later.
Messaging video
With the final packaging images, some consumer reviews and photography assets, I created an animated .gif for the launch, reflecting the newly developed brand standards to really be impactful and generate a clear, clean message of the benefits of the new product.
Comparison Chart
The product team felt there was a need for a comparison chart to effectively communicate the product features of BIOHM Clean Energy Greens to other products in the marketplace. With simple graphics and clean informative copy, we were able to clearly state the strengths of BIOHM’s Clean Energy.
After Launch Projects
Continuing the Launch Message
After the initial product launch, the marketing team decided to follow-up the launch with a free shipping promotion.
This promotion was shared across all marketing channels – social, e-mail and paid advertising.
Flat-lay Image Assets
I used stock imagery and the product photography to create various flat-lay images for social posts and online advertising. Below are some examples of the end results, sized for Facebook advertising.
All launch assets were published in a launch PDF for team to reference
Success!
It took a few months for the product to generate traction but once the consumers got the product in hand, they were very happy with the product and came back to order another canister!