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Digital Detox
Wellness is more than just a product, a workout, a nap, or even changing your routine. It’s about consistent mindful practices that fuel your body, mind and soul. At Blended For You Smoothies, they empower exactly that. They are more than just smoothies; they are a step to building a happy and healthier you.
Throughout my final two years of university, I worked closely with the brand in their brick-and-mortar location and as their social media strategist. I crafted content from start to finish. Building content planners, copywriting, designing video and static content, and monitoring social listening.
With my experience working face-to-face with the founder and customers, I understood that Blended is more than just a smoothie. It’s a community that inspires customers to feel confident in their routine. I wanted to translate this message on our socials. Let customers know we are here to help them achieve their goals. We’ve had customers who need help getting back on track from illness, athletic performance, new moms struggling with post-partum, and wellness-focused enthusiasts. Throughout our content, we knew we needed to tell our customers how we fit into their journey. We’re not a company that makes smoothies to taste great and claim to be good for you; we’re a group that creates smoothies with targeted ingredients that are strengthening and fortifying your wellness goals. We’ve translated this into our messaging, focusing on content that shows our consumers the benefits they can get from our blends. Maca for hormone balancing, dandelion root for detoxing, blueberries and hemp seeds for heart health, we’ve got it all.
Working closely alongside the founder, I understood the why behind the brand. Blended began on the principle of care. Our health-conscious founder found herself crafting healthy smoothies and meals for family and friends who needed support. The focus of these recipes was fueling ingredients to aid with ailments. We used an informational tone and language in our captions and posts for this reason. The content focused on showing customers the what, why, and how. What the product is. Why did we create this blend. How does it fit the viewer’s goals.
The wellness drink market is highly saturated. Many companies’ social visual language is bold, in your face, taste-forward. We took a different approach. Based on our brand principles, we wanted to visually communicate to customers that we are no fluff and true ingredients. We create products that are whole foods, vegan, and plant-based. Stuff you can easily read on a package, no additives. Therefore, we incorporated our brand colours and offset them with light, effortless, yet still impactful.
Static
Stop the Scroll was created from a personal experience. As a person who prioritizes healthy eating and an active lifestyle, I’ve found myself spending hours scrolling and searching through Instagram for healthy recipes, wellness guides, new self-care practices, etc. I figured our customers have probably had similar experiences. The inciting cover captures the viewer’s attention and leads them into our proposed solutions. As previously stated, Blended has built itself into the customer’s routine. They are an aid to their wellness journey. We continued this theme in all of the inspirational slides. I incorporated the classic Instagram search bar for recognition, images of activities, and our products that highlighted the solution. The message is clear: we believe in uplifting others to a fulfilling routine and have placed our brand as a core element.
Static
As part of the new year traditions, we wanted to engage our customers in their spirit for healthier habits. At Blended, we believe nobody needs to revamp their lifestyle to a pattern they cannot recognize. We know from experience that unfamiliarity can lead us into a bad mentality and affect our relationship with wellness. That’s why we created a post that doesn’t tell viewers they need a new routine; they need to stay on track. This means using copywriting that shares our support for their system. Throughout the pages, we added pictures of our blends to help associate our products with specific health focuses.
Our Deep Green Remedy smoothie and Blueberry Acai Protein Smoothie bowl are great examples of Blended’s principles in action. The Deep Green Remedy is all about restoring your body. To highlight the product’s value, I included copy that shares the ingredients and benefits for visual understanding. Additionally, I wrote and shared a voice-over that provides an audiovisual explanation of the blend and its benefits. The Blueberry Acai Protein Bowl is one of a kind. The ingredients are so strong that they could act as your morning skincare routine.
Both of these reels beautifully demonstrate the connection between information and visually appealing content to enlighten our viewers about our products and the benefits our blends can offer them.
ReelsTikTok
As a way to build our brand image and relationship with our audience, we’ve expanded our reach to TikTok. As the platform suggests, we wanted to inform our new and trusted customers that we have a personality behind the smoothie pack. Blended For You’s colour palette is fun and playful. We needed an outlet to promote this. Thankfully, I was trusted with nearly free rein to discover and post TikToks that could help us relate to our customers. With this platform, we relied less on information and visuals. Instead, I worked on building this rapport. To have our customers feel like we’re a friend to their routine. Having an engaging and fun TikTok presence is one of the perks of hiring Gen Z!
Beware of the health nut!
There is nothing better than a nice, refreshing smoothie on a hot summer day. The first sip really takes you back into the moment and is a delicious break from the heat. This TikTok follows a trend where people quietly swarm an item or an idea that cannot escape their minds. I found this trend to be the perfect opportunity for Blended to engage with their customers in a humorous way. This TikTok was one of our stronger performing videos at nearly 2,500 views, 191 likes. 92.9% of our audience was from the For You Page, and 8.13% of viewers watched till the end of the video.
Healthy Hits
We like to pride ourselves as one of the best options for healthy eating in the PATH. We know our customers come to us as the conscious start to their morning, or the midday pick-me-up that’s tasty and nutritious. To joke with our customers, I created this TikTok following a trending scene from the hit show Dance Moms. This was a fun play with our audience about how we’re a small business that doesn’t gain much widespread attention. Our analytics showed us 85% of the viewers were new. Of this 85% we received 1 new follower! An additional analytic we love to see is that 26.71% of our viewers watched the full video. I mean, who doesn’t love Dance Moms!
