cross-platform brand auditAG1
AG1 is one of the leading nutritional supplement brands, built on consistent research and innovation of their flagship powdered greens supplement. While they market themselves as the “gold standard for professional athletes” who must follow strict guidelines regarding supplements and nutrition, AG1's bigger vision is to inspire anyone to become a “Champion of Progress.”
Our report’s main goals were to analyze the company’s brand messaging, content, platform demographics, and competitors to determine if the data aligns with the company’s topline OKRs. Under the direction of the VP of Brand and the Senior Director of Content, we assessed their Instagram, TikTok and YouTube.
BEFORE & AFTER
While their Instagram post frequency and consistency ranked best in class amongst their competitors, we found that their posting strategy and brand voice was inconsistent with their business goals and their audience demographics were not aligned with their target demographic.
We evaluated their top-performing content and identified trends to help them develop a “Silver Bullet” content strategy, as well as what wasn’t working to help identify the gaps in their approach to content and opportunities for refinement or recreation. We also identified three key marketing opportunities for AG1: cross-brand collaboration, sharing company culture, and including a more balanced representation of brand avatars in their storytelling.
With the results of our report, AG1 implemented elevated brand visuals and improved brand voice across their social content, optimized their bio, highlights, and pinned post strategy, and invested in creating content that emphasized storytelling, fortified brand loyalty, and helped guide followers through the buying journey and improve conversion.
BEFORE & AFTER