Younited Wellness

Unlike other wellness brands I'd worked with, Younited Wellness had no existing digital footprint to build from. No following, no established voice, no community goodwill to draw on. Every follower, every creator relationship, every piece of press coverage had to be earned from a blank slate.

The hardest part wasn't the cold start itself. It was figuring out how to make people trust a brand they had never heard of, especially in a category like supplements. Some of Younited's products were more science-led and not the kind of things most people would have come across before, so educating the audience became a huge part of the content strategy. At the same time, I didn't want the brand to feel like it was just talking at people about ingredients and health benefits.

A big part of that was humanizing the brand through Renzo, the founder. He had a long history with supplements and genuinely took Younited's products himself, so we started showing more of that. His routines, his experiences, and his relationship with the products gave people a person to connect with, rather than just another supplement brand trying to sell them something.

From there, the approach became building with the audience. Early followers were treated as founding members of a new community, not customers to convert. I focused on creating content that gave people a reason to follow, learn, and connect with the brand, while building genuine influencer relationships instead of relying on one-off product drops.

That took the brand from zero to 6.5k highly engaged organic followers, and built enough credibility that it started showing up in conversations, collaborations, and opportunities it wouldn’t have had access to before.