FemFuelz

The Objective

Generating awareness at scale to bolster brand equity

FemFuelz was founded by siblings Kylie & William O'Donoghue in 2018 as a female supplement and lifestyle brand. They design and manufacture premium supplements and products specific to the needs of the female body. All their products combine the knowledge and expertise of industry-leading nutritionists, medical experts, researchers, and strength and conditioning coaches. 

They created the brand from first-hand experience. When discussing buying and taking supplements, too often Kylie felt out of her depth and time and time again she ended up ignoring her nutritional needs. 

She saw space for a premium brand catering to women’s nutritional needs. One that addressed the requirements of the female body and supported women in their quest to become the best versions of themselves.

Today they encompass everything from protein to clothing, to pre-workout, probiotics, and branched-chain amino acids (BCAA) to tasty pancake mixes. But there’s a common ingredient to everything they offer, quality.

Since its launch, FemFuelz has experienced significant growth, but wanted to grow its brand further. They were looking to generate awareness at scale, bolster brand recognition, equity and loyalty, in order to drive revenue through a positive return on ad spend.

The Solution

Testing creative to reach your target audience at scale

They turned to their full-service marketing partner, Fifty-Three Six , who were tasked with growing the FemFuelz brand and expanding its customer base in Ireland. With the team seeing year-on-year rising CPCs, increasing market share would be a challenge. 

They decided an integrated campaign combining digital with elements of traditional media would maximise brand exposure. The campaign would run across multiple channels including OOH. They reasoned that a cross-channel, full-funnel approach would cut through the noise best.

New to TikTok, it offered the perfect channel for FemFuelz to reach its target audience and deliver its message at scale. The message being; FemFuelz is empowering women on their fitness journey. Enabling them to feel stronger, happier, and healthier inside and out.

To ensure that their content was engaging and hit all the right spots Fifty-Three Six ran a 14-day creative testing period on TikTok. Splitting their chosen audience into two groups, each was shown three different product-led creative assets focusing on specific areas like recipes, workouts, and health benefits. The feedback implied that using user-generated content (UGC) was the way to go.

Having defined the most effective type of creative content the team then used TikTok's algorithm to adopt a broad targeting approach focusing on females between 18-54 in Ireland using a combination of Spark Ads, Collection Ads, and TikTok Instant Page. 

Running over a four-month period from July to October, the campaign used a variety of KPIs as a benchmark to measure against. Success would see increased brand awareness and market share in a highly competitive digital landscape. 

The Results

Reaching new audiences and exceeding campaign KPIs

A combination of Spark Ads and a TikTok Instant Page helped the campaign deliver and exceed forecasted KPIs for reach, video views, completed views, clicks, and conversions. And using UGC-led creative native to TikTok resulted in a 111% increase in conversions.

As a result of the wider campaign, the team realised that TikTok requires a different strategic approach compared to other platforms. Their key takeaway is the importance of tailoring the message and content produced so it’s native to the platform. This way, it better resonates with the target audience and helps drive performance.

Because of the campaign’s success, for FemFuelz, TikTok is here to stay. They’re now ramping up their organic platform presence over on @FemFuelz and consistently posting relevant content. This content draws on many of the learnings the insights gained from the campaign and Fifty-Three Six’s A/B testing.

The team better know and understand what works best when it comes to increasing reach and engagement.