Overview

Humantra is a clean, complete, and highly effective electrolyte powder designed for both athletes and everyday individuals seeking optimal hydration and overall wellness. Unlike competitors like Liquid IV, Humantra’s formula is sugar-free, naturally flavored, low-calorie, and contains all six essential electrolytes—a key differentiator in the market.

Problem

Humantra needed to strengthen customer acquisition and retention, drive awareness for new flavor launches, and create high-performing campaigns for seasonal sales and promotions. The challenge was identifying the most compelling messaging and creative elements to effectively communicate the brand’s clean hydration benefits and unique value proposition to a health-conscious audience.

Solution

By leveraging performance testing and data analysis, I identified key messaging strategies that resonated most with target audiences. Ads that emphasized “clean, optimal hydration” consistently outperformed others, particularly when paired with specific callouts such as:

• No sugar, plant-based ingredients, and low-calorie formula

• All six essential electrolytes for superior hydration

• Hydration’s role in reducing headaches and brain fog (a key wellness angle that resonated with customers seeking natural solutions)

Additionally, A/B testing revealed that animated hero images (GIFs) in email journeys significantly boosted engagement, helping to capture attention and improve click-through rates. This insight led to the integration of more motion-based visuals across email and digital campaigns, enhancing overall performance.

These findings informed the creative strategy for paid social ads, landing pages, and email campaigns, leading to increased sales, stronger brand awareness, and successful product launches. By continuously optimizing creative and messaging based on real-time performance data, we maximized engagement and conversion rates, particularly during key promotional periods.