Case study · Health & wellbeing

Otopia Wellness: a bold social media launch for plant-based wellness.

Otopia Wellness offers plant-based products with powerful benefits to keep women healthy, sexy and glowing. We helped them with their O so exciting launch and beyond!

Sector: Health & wellbeing
Service: Website design and development
Channels: Website

Website projectDigital experience

The challenge

What needed to change.

Otopia Wellness was a new business with a clear point of view: plant based products made for women, sold with confidence and a sense of humour. Launching from a standing start, it had a website with unresolved pain points, no brand story to guide its communications and no audience yet.

The team knew that social media would have to be strong from the first day, and that everything the ads pointed to had to be ready before the product went live. Otopia recruited us to play a big hand in shaping the brand, developing the website, producing collateral and getting the business ready to go digital.

Otopia Wellness launch social media creative.

Approach

How the work took shape.

We knew Otopia would benefit from an outside perspective on how to make the most of the activation, so before designing anything we ran a comprehensive brand and website audit. The audit showed the team how to launch the brand and identified the existing pain points that needed fixing before going live with the product, which meant the launch budget would land on a website ready to convert rather than one that leaked interest.

From there the work ran on three fronts. The brand needed a story and a voice that every channel could share. The website needed its user experience, imagery and copy brought up to the standard of the product. And the launch needed a social campaign, built before launch day, that targeted relevant leads with ad design and copy strong enough to earn attention for a brand nobody had heard of yet.

Each piece was sequenced so the brand story came first and informed everything that followed.

Otopia Wellness website design shown on desktop and mobile.

The shift

A launch campaign is only as strong as the brand story behind it, so we wrote that first.

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The work

The work, up close.

One of the major deliverables was the Otopia Brand Story, written to guide all communications across social, web and beyond. It set out the critical key messaging, so the team was armed not only with the most important selling points of the brand but with how to communicate them: language that is informative, empowering and just a little bit cheeky.

The comprehensive website audit highlighted the existing pain points and made recommendations. Based on it, we implemented updates to the website’s UX, refreshed the imagery to sit more in line with the brand’s personality and added life to the copy. Those changes improved the conversion rate, so the ad traffic we drove to the website would actually convert, lifting the entire customer journey from capturing interest to converting.

Blog posts are content engines. They establish a brand’s tone of voice and key messaging, and they are an SEO tool, helping a website rank for target keywords and adding indexed pages. Otopia trusted us to write blog posts that are informative, engaging and SEO rich.

Otopia Wellness blog post design on a mobile screen.

The pre launch social campaign then carried that voice to the right people, and the results have kept building since launch, with landing page views climbing month on month across the brand awareness ads and reach widening across every ad.

“Wow! We all love it. So cleverly written and just love the overall vibe,” said the team at Otopia Wellness.