TRANSFORMING CREATIVE
Nakd Wholefoods with Wavemaker
Nakd Wholefoods are a fast-growing vegan snack brand, owned by Natural Balance Foods.
Their creative on social in the past used lifestyle UGC, stock photo and child-like animation with frequent posting and competitions.
As the vegan market grew, so was the competition. Their creative wasn't cutting through the noise or identifying them as a first-choice vegan snack brand.
APPROACH
Pack-vertising
With the product easily duplicated and sold cheaper, we needed to build brand love and loyalty.
The brand receives a huge amount of UGC of people holding the bars in their packaging and have an incredibly active fanbase.
Using this insight and breaking away from the generic vegan lifestyle content, I flirted with pop colour, had fun with food and created cute stop motion videos all taking inspiration from their fun packaging that is loved so much.
With very little production budget, I drove efficiencies by having a quarterly shoot day to capture all content for the next 3 months, using influencers and exploring partnership opportunities with content creators.
RESULTS
38K follower increase over a 1 year period, increased engagement rates and video views with no increase in budget.
The new strategy facilitated an increase in the quality of assets. This resulted in many other Vegan brands using their channels as creative inspiration, showing how influential the creative was for the industry.
