NutraCast: Supergut undergoes 'brand therapy', shifts from DTC to content

06-Jan-2023 - Last updated on 06-Jan-2023 at 16:58 GMT

In 2011, Google conducted its landmark study that found that 88% of shoppers use what's known as a Zero Moment of Truth — a stage in the buying cycle where a consumer researches a product before buying it. This study is a key reference point in the evolution of content marketing. This research highlights why brands have to prioritize social media. Marc Washington, founder and CEO of Supergut, says he believes that while traditional DTC is dead, content has a bright future.

Since the rebranding (formerly Muniq), the resistant-starch powered functional foods brand has taken a broader approach by leveraging targeted social media tactics and viral trends such as #GutTok to reach the target consumer, specifically with TikTok.

“I always felt like there was an opportunity to elevate our brand and what we are doing. We went through a discovery process and we actually had an agency to support us through this and we were talking through our ‘why’ and what we're trying to accomplish in the world. I call it brand therapy that we went through, just really sitting back and going through the process of what it is that we're trying to achieve and how our brand can help us,” explained Washington.

Washington added that through brand therapy, the team realized putting out educational content helps raise awareness around gut health.

“Our firm belief is that content is the way to more effectively build brands in the future and this was just part of our rebrand to Supergut, actually targeting some new customer demographics and also leveraging new channels and taking a more content-based approach which is much more relevant for our new brand under Supergut, relative to our initial proof of concept phase under Munique.”

Supergut’s digital content is focused on helping customers discover and better understand the science of gut health, which has proven successful. Since changing their strategy, Supergut has managed to triple its social following, double its organic site traffic and cut customer acquisition cost in half.

To hear more on the rebrand and how Supergut is leveraging content to provide value and attract new customers, listen to the NutraCast.

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