Torii Labs
Hailing from the sun-kissed lands of California, Torii Labs is an innovative plant-based wellness brand, dedicated to empowering individuals in their quest to naturally optimise performance and well-being each day.
Recognising the demand for new formulations, I took on the challenge of elevating Torii Labs' social media footprint, revamping its digital content, and enriching the e-commerce journey. Through these strategic endeavours, I aimed to expand the brand's reach, ensuring its wellness mission resonates with both existing and new audiences.
Scope /
strategy
CONTENT
Social media
influencer & brand partnerships
AGENCY /
UMBRELLA
With a sharp focus on bolstering direct-to-consumer sales, the brand's e-commerce assets were shot with a clean and modern aesthetic to clearly communicate products and ingredients. All social assets were developed with more educational, emotional, and aspirational lifestyle angles in order to connect deeper with their audiences.
Two-way conversations on social media
To attract retailers and premium wholesalers, specific content and social strategies were developed to elevate Torii Lab's positioning. Working side by side with their sales team, their retail accounts were able to grow from 3 to 30 accounts within 12 months. This includes retailers like Equinox, Fred Segal, Erewhon, Tantris Yoga, Earth Bar, Beaming, Butcher’s Daughter, Alchemy Health Food, Juice Lab, Wanderlust, and more. Social content was captured at events, at in-store locations as well as for larger collaborations and campaigns for brands such as Lululemon, Soho House, and Summit. These activities led to ongoing two-way conversations on social media.
The method to growing Torii Lab’s community was organically driven, I was able to establish partnerships with local health, fitness, and creative influencers in Los Angeles that aligned with the brand. Each influencer was given creative guidelines to show their Torii Lab bottles in context.
When Torii Labs expanded its product line into a new monthly subscription business model, I created a 7-day countdown pre-launch campaign that was pushed across all digital touch points with a heavy emphasis on social. On the day of the launch, 35% of the brand's e-commerce traffic was from social. Torii Labs' overall traffic grew by 300% within 12 months.
*Client was engaged through past employment with AGENCY Umbrella Los ANgeles
OVERALL RESULTS /
67% INCREASE IN CROSS SOCIAL MEDIA GROWTH ACROSS INSTAGRAM, FACEBOOK, & PINTEREST
35% OF WEBSITE TRAFFIC GENERATED FROM SOCIAL PRE LAUNCH CAMPAIGN
30 PREMIUM RETAILERS IN THE USA
