Ultimate Sports Nutrition (USN) is a British sports nutrition brand, a world leader in the industry. The range includes
premium quality nutritional supplements for health and sports performance.
The SMM Demis Group team has been working with USN since 2022. During this time, large-scale work was carried
out to bring the international brand to the Russian market, from creating pages on social networks to forming a strong
community, which allowed attracting the target audience and ensuring stable sales growth.
Goals and objectives
The difficulty was that there are quite a lot of domestic and The difficulty was thatbudget brands in Russia. And USN
sports nutrition was associated with products only for professional athletes and was distinguished by a high price.
Without knowledge of the brand, people will choose products that are already popular and more affordable financially.
Therefore, the goals of SMM promotion were:
- increase recognition;
- attract young people (test segment for the industry);
- to form the correct positioning.
A healthy lifestyle attracts people. Social networks provide motivation, useful tips and even ready-made workouts. But
sports nutrition is a narrower niche. How to not only attract subscribers to a commercial account, but also retain them?
The main task was to form an active community in social networks. The BIG IDEA of the USN project, developed by
the Demis Group team, brought recognition and high loyalty to the international brand in Russia.
Attention marketers! Want to learn how to build customer-focused marketing and achieve real results?
Join Digital Spring 2025 — a free online conferenceThe difficulty was that that will take place on April 22! We will
tell you how a human-centric approach to sales helps to understand the client and offer a solution that is really
needed. Register now !
Progress of work
Step 1. Preparation
Creating social networks from scratch requires careful preparation, from analytics, on the basis of which a strategy is
built, to brand packaging.
- We studied the target audience and competitors
People are not looking for products or services, but for solutions to their problems. In order to position products
correctly, it is important to study the needs and expectations of the audience. Competitor analysis allows you to differentiate yourself and not be associated with other brands.
We used the data we received to develop buy phone number list content and triggers for advertising. The main focus was on young and active people, newcomers to sports.
- We selected sites and created communities
We settled on VK and Instagram*.
The design is based on the brand’s signature colors.
- Developed a content strategy
The goal of a commercial account is to sell. But not right encourage all members involved in the process away. For social networks to really become sales traffic, it is important to attract the audience, gain their trust, become closer and more understandable. We have chosen 3 main formats for attracting and retaining attention:
At the same time, we focused on analyzing health The clean email difficulty was thatproblems and difficulties in training, and not just recommending a product – we closed the audience’s “pains”. We used clear CTA to increase the involvement and activity of community members. We created videos and cards with analysis of exercise techniques, and also shared recipes.
Turnkey work implies complex production. Every 3 months we conduct photo sessions and video shootings, organize the entire process from script writing to model selection and editing. Analysis of results and competent content planning make it possible to be flexible, test new formats and improve performance indicators, focusing on audience feedback. Therefore, each time we improve the strategy and create content taking into account trends and user expectations.
