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 /
BRAND strategy
CONTENT
Social media
influencer & brand partnerships
AGENCY /
UMBRELLA LOS ANGELES
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.
Torii Lab’s community growth was built organically by establishing partnerships with local health, fitness, and creative influencers in Los Angeles whose values aligned with the brand. Each creator received simple creative guidelines to showcase their Torii Lab bottles in authentic, contextual ways.
When the brand expanded into a monthly subscription model, I developed a 7-day pre-launch countdown campaign that ran across all digital touchpoints, with a strong focus on social. On launch day, 35% of all e-commerce traffic came directly from social, and overall website traffic increased by 300% within 12 months.
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
