USN are a leading sports nutrition brand offering a wide range of products, including protein powders, supplements, and meal replacements, designed to support fitness enthusiasts and health-conscious individuals.
Despite strong brand recognition, USN faced increasing pressure in the competitive sports nutrition market due to fragmented digital strategies and rising ROAS challenges. They partnered with Curated to transform their approach to digital marketing, drive sustainable growth, and elevate their leadership position within the industry.
Here’s how we did it
Discovery and Insights Development
Curated began by conducting in-depth research to understand the sports nutrition market, consumer behaviour, and purchasing patterns. Using first- and third-party data, we identified key motivations for USN’s target audience, including fitness goals, dietary preferences, and price sensitivity. We enriched these findings with keyword research and competitor analysis to uncover high-intent search terms and gaps in USN’s current strategy.
This research laid the foundation for building 148 audience segments across GA4 and Klaviyo, enabling hyper-targeted campaigns tailored to different customer personas, from casual gym-goers to professional athletes.
Creative and Media Planning
With a clear understanding of USN’s audience, we developed a range of creative assets to support paid media campaigns. These included lifestyle imagery, performance-focused visuals, and promotional messaging tailored to USN’s key products and offers. The creative content focused on addressing common customer pain points, such as affordability, product benefits, and performance outcomes.
The media plan prioritised Google Ads (including Shopping and Performance Max campaigns) and Meta platforms, supported by emerging channels like Spotify and TikTok to expand USN’s reach. This approach allowed us to test and optimise ad formats, refining our strategy to maximise engagement and ROI.
SEO and Content Strategy
To complement paid media efforts, we conducted a comprehensive SEO audit to address content gaps and improve rankings for high-value keywords, such as “creatine supplements” and “protein shakes for weight loss.” We developed educational content, including guides, blogs, and FAQs, to position USN as a trusted authority in the sports nutrition space. This SEO-first approach drove organic traffic and increased visibility for both branded and non-branded search terms.
Paid Media Optimisation
As part of the paid media strategy, Curated transitioned USN from LinkedIn conversation ads to image ads, which delivered higher engagement and lead volumes. The campaigns leveraged audience segmentation and dynamic creative to drive performance across channels. Meta campaigns focused on video ads and dynamic catalogue ads, which achieved strong results in new customer acquisition and sales growth.
B2C and Multi-Channel Integration
Our efforts created a cohesive, integrated marketing model that bridged SEO, paid media, and emerging platforms. By capturing leads through LinkedIn’s native forms, optimising content for search engines, and leveraging TikTok for awareness campaigns, USN achieved scalable results across multiple touchpoints.
The combination of these efforts allowed USN to address immediate business goals while creating a foundation for sustainable growth in a competitive market.
Impact
This unified strategy enabled USN to achieve a 75% increase in monthly sales, an 85% rise in customer acquisition, and a 50% reduction in cost per lead acquisition. With improved lead quality and a sustainable approach, USN is now well-positioned to maintain its leadership in the sports nutrition space.