HUM Nutrition: Social Media

Context

HUM Nutrition is the first Beauty Nutrition Supplement company on the Market providing clinically proven vitamins, supplements and powders, designed around skin and body concerns to make you look great and feel even better.  “Beauty starts from within” and all beauty starts with nutrition.

The brand was seeking to develop its online presence to create a relevant community easy to engage with.

Everybody has heard about vitamins and supplements but it’s hard to really tell the benefits from them. They are usually received as “boring,” “useless,” and “medical” making it hard to create a conversation around.

The Objective

The purpose behind the Social Media and Brand Content Strategy was to spread the brand vision to be the starting point of every “Beauty Routine,” changing consumers’ perception of vitamins and supplements and connecting users to the relationship between beauty and nutrition, while driving traffic to the website.

“Everything you put inside your body has an impact on how you look and feel” –Walter Faulstroh

The Strategy

To focus on creating a beauty routine and insisting on the beauty and health benefits, we’ve built the content strategy on three key points:

Product Benefits: We have created a unique universe for every product helping consumers to quickly discover the exclusive product benefits as well as easily remember in which contexts to use the products.

Product Ingredients: To put the emphasis on the 100% natural aspect of the products, we’ve crafted visuals showing all the ingredients used in HUM products.

Brand Values: The brand aims to empower women so we decided to spotlight quotes and actions of women that inspire us.

The Partnerships

The defined art direction offered us the ability to craft specific visuals for every partnership as we did for instance with Sephora.

The User-Generated Content

With the community growing and the conversation between users and the brand expanding, we invited users to share more and more pictures and content.

Followers grew by 940% in over 10 months reaching +25K followers.

As we were looking togrow even faster, we started to analyze followers’ behavior. Crafting visuals gave us a lot of freedom, however, users engaged more with real pictures. Therefore we decided to revamp all of the social media content using real-life photography, challenged by our desire to keep the organic shapes and color-coding we installed.

This significant improvement in the strategy allowed users to more easily project themselves in the brand universe and imagining their own beauty routine.

The Results

Followers grew significantly in the subsequent 14 months, reaching +100 followers.

As of today HUM Nutrition community regroups +140K followers and received the famous Forbes CircleUp 25 awards.

The supplements and nutrition category has long been dominated by lofty marketing campaigns, but Hum Nutrition takes a different approach. Formulated nutritionists and researchers with premium ingredients and a rich social media presence fueling growth, Hum has amassed a cult following of fans praising the sheer impact of its products. According to the Hum Nutrition, quarterly growth for the past 12 quarters has averaged 30%