Bala x Wellious Smoothie Collab

My concept: Create the buzz and cross promotion of product collabs, but in a lower-lift, digital first way. i.e. A Recipe Content Collab

The result: Over 500,000 impressions for both of our brands in the first week.

Choosing a partner: Partnership came about organically as Natalie (bala’s cofounder) was a fan and daily user of Wellious. This was obviously a dream brand to collab with for us, so I just shot my shot and asked Natalie if she wanted to do a Bala smoothie recipe. She said let’s do it 🙂

The Plan

Recipe: We decided to create a blue smoothie that matched the color of their Sea Bangles, and to focus on a physical benefit from the smoothie: Glowing Skin. We needed to deliver on this core promise of a great smoothie recipe, so we spent A LOT of time researching, recipe developing, and taste testing, to create a 10/10 smoothie.

Content Creation: We knew this was a social-first campaign, so we focused on video. Creating 2 short form videos, one that felt wellness creator/lifestyle-esq, and one flatlay recipe video (tasty style). We also took plenty of photos along the way. Transparently, I used friends as models, borrowed someone’s stunning kitchen, filmed and edited ourselves, and pulled the whole thing off for $0.

Content launch strategy: We had great content, a great recipe, and the coolest partner, so the launch strategy was purely about diversification of channel distribution. We made slight edits to the core videos to be more friendly to each channel, and then posted across 8 channels between bala’s and wellious’s owned channels. These channels have a mind of their own these days, so we optimized the best we could and then let them do their thing. Some channels garnered a thousand views, and some garnered hundreds of thousands.