Go to Market Launch for Manuka Health

The Goal:

Drive brand growth by expanding into new category adjacencies and attracting a broader consumer base. Through a consumer growth analysis conducted in partnership with research group FiftyFive5, data revealed that the largest demand opportunity for manuka honey was within the beauty sector.

The Strategy:

Launch a premium and distinct manuka honey skincare line, focusing on distribution through specialty beauty retail and direct-to-consumer (D2C) channels. The skincare launch was concentrated on the East Coast & Texas, where there was already an established presence, and incorporated the following key strategies:

Sampling: Utilize pop-up events and third-party community activations to distribute product samples.

Coverage: Partner with macro-level key opinion leaders to build credibility and generate social "proof”.

Performance: Identify the most effective evergreen value propositions for performance marketing to drive online conversions and accelerate growth.

Efforts resulted in secured shelf placement at two major beauty retailers and a consistent delivery of D2C revenue forecasts.

The Launch

  • A woman holding a bottle of skincare serum with text highlighting 94% agreement that skin felt moisturized after 8 weeks of use.

    Clinical Trials | Credible Claims

    In partnership with Citrus Labs, led rigorous testing in 8 week studies including 40 women aged 30-55 to asses Manuka Health skincare products impact on skin health, signs of aging and effectiveness in improving skin appearance.

    Resulted in significant and credible claims to be used in 360 content.

    Read Results
  • Open packaging boxes with Manuka Health products and promotional materials, including product boxes and postcards, in blue and white tones.

    Press Kits & Seeding Boxes

    Gifted 200 seeding boxes to top tier celebrities, press and influencers including Gwyneth Paltrow, Martha Stewart and Rachel Zoe.

    Earned 20+ social placements with 6M total impressions.

  • Glass window of Manuka Health store with logo and text, overlooking a city street with some cars and a person walking, and reflections of buildings and trees.

    Press Event

    Invited 20 top-tier journalists to a Michelin starred dinner and immersive experience into the Manuka Health brand at Frevo NYC.

    Covered in 10 pieces of editorial including Byrdie, Allure, Marie Claire, Well+Good, MindBodyGreen and Forbes.

    Read Press
  • A woman with long dark hair applying skincare serum from a small bottle, in a bright room with neutral walls.

    Influencer & Content Marketing

    Secured 5 always-on beauty & wellness influencer partners, including Alyssa Lynch and Jenna Rennert, to share beauty routines, GRWM and more trending content each month.

    Grew Instagram followers by 260% YoY.

    See Content
  • Manuka Health rejuvenating face cream in a white jar next to its navy blue box with gold and purple designs, with a red and white badge at the top indicating 2024 Beauty Awards by Shop Today.

    Beauty Awards

    Submitted products into 7 beauty awards.

    Won Shop TODAYS best splurge anti-aging moisturizer.

    Read Press
  • Display with a large illuminated image of a blue flower on a digital screen, various bags and product samples on a table, and a branding booth for Mānuka Health New Zealand in the background.

    Brand Pop Up Activation

    Built a scalable consumer pop up activation combining elements of brand storytelling, product sampling & selling moments. Road showed across top metros starting in Austin, TX during SXSW 2024.

    Saw highest single day sales ever and secured 1200 email leads.

    See Recap
  • A table with a large bouquet of blue, white, and yellow flowers in a stone vase, surrounded by boxes of health supplements, and a small potted succulent plant, with shelves of skincare products in the background.

    Consignment Deal

    Secured 30 day partnership with The Well Spa in NYC selling on consignment inclusive of facials with Manuka Health products.

    Sold through all product and earned 10 social placements with 1.3M impressions.

    See Recap
  • Two skincare product advertisements for Manuka Health. The left ad features a serum bottle with the text 'Proven to reveal radiant skin.' The right ad showcases a face cream jar with the text 'Proven to fight the signs of aging.' Both have white backgrounds and cream-colored products.

    Performance Marketing

    Tested various creative in paid social (tik tok, meta) inclusive of UGC, influencer, static, video with a variety of hooks to identify highest performing acquisition message.

    Saw highest performance with 6x+ ROAS on influencer/UGC campaigns.

  • The Detox Market & Violet Grey Launch

    Led end-to-end launch execution with The Detox Market and Violet Grey, overseeing all partnership touchpoints including in-store events, sampling, signage, visual merchandising, influencer activations, and press.

    Read Press