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Four months of promotional e-mail for a kombucha brand in the United States, from Halloween through to January.
Work
The Plug
Ads, social posts, and e-mail flows for a liver-health supplement brand in the US, across a year of campaign briefs.
(01) Context
The Plug sells a liver-support drink and a milk thistle supplement in the United States. I worked the account for a year, through Wingz Media.
Briefs arrived with the copy already written. The design decision was everything after that: which claim leads, how one argument unfolds into a set of pieces, and which format each piece belongs in.
The audience is older and the category is regulated. Type runs large, contrast stays high, and the FDA disclaimer has a place in the layout of every piece.
(02) Scope
- Paid social in square and 4:5, in tested variants
- Organic posts on product and education angles
- A co-branded e-mail sequence with a nutrition service
- Automated e-mail flows for cart and browse abandonment
- Standalone e-mail campaigns: launch, education, subscription
(03) Ads
Three arguments run in parallel across the paid set: price, portability, and the difference between the drink and the capsules.
(04) Social
Several posts run as pairs: the same layout with one variable moved, the drink against the capsules, one cast against another, a claim carried by the product or by a face.
(05) E-mail
Fay Nutrition, three-part sequence
E-mail is where the system got built. Every piece runs the same blocks in the same order: a hero that states the claim, a body that carries the education, one call to action, and social proof where the flow asks for it. What changes between them is the job.
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