It’s not unusual to get to know a client’s brand when you’re freelancing. But this is the first time I got the hired by the client to steer the brand building from their side of the table.
At the time I got involved, the company was struggling to market their all-natural, hyaluronic acid-based joint supplement for pets and people due to a host of reasons:
- No distribution other than the client’s own veterinary clinics
- Less than 30 customers
- Lacking a strong brand story or visual identity
- Generic packaging
- Twice the price of the lowest priced supplement available
- A website with social links but no social accounts
- Little consumer knowledge of hyaluronic acid despite studies and use in thousands of oral, injection and topical products
A Unique Selling Challenge
What they did have was a clear point of difference– JointCharge was the only powdered hyaluronic acid joint supplement on the market.
That wasn’t exactly a good thing.
To market JointCharge effectively, we needed to change the conversation. We needed to convince customers that buying HA in a dry form not only wasn’t inconvenient, but it was also the best way to buy it.
And because the average consumer had no idea what hyaluronic acid was, we first had to educate.
Outcomes to Date
Over time my contract grew to the point where I became the company’s marketing director and handled everything from marketing strategy to analytics reporting and project management.
The company began to add customers via education at product shows, AdWords and Facebook, and word of mouth.
Sales growth multiplied from single to triple digit increases in less than three years.
JointCharge began to build a brand on the bigger idea of “health and youthness,” instead of a single product company.
Currently, the company is in the process of resolving legal and production issues. Therefore, they have temporarily– they hope– suspended sales while they reformulate the supplement.
As a result, the company put the redesigned website and launch of its first topical product on hold weeks before the go-live date. The screenshots for this project are real pages, not mock-ups.
It wasn’t a plot twist I imagined when I started to write their story. Hopefully, it will have a sequel.
All I can say is for sure is I’m proud of the chapters I created. And the way I was able to change the conversation about joint pain.