Case study
KOS
End-to-end paid creative strategy for an established plant-based nutrition brand - built to expand the category beyond the gym.
Reframing who protein is actually for - and building the creative system to prove it.
Timeline
2024
Categories
Established Brand, 850k+ Customers
Full Funnel: Awareness to Conversion
Creative Repositioning Beyond Fitness
deliverables
Static Ad Library & Strategic Copy
UGC-Style Video Production
Advertorial Creative
Full Funnel Content Strategy
Team
The Ecom Agency
A recognisable brand. A new creative direction.
KOS is an established plant-based nutrition brand with 850,000+ customers and coverage in Forbes, Women's Health, and Healthline. The brief wasn't to fix something broken - it was to build a strategic paid creative library that could expand their audience beyond the typical fitness buyer and speak to everyday people who simply want to feel better.
The creative direction centred on normalising protein as an everyday habit rather than a gym-specific one. Statics with strategic awareness-level copy, UGC-style video, and advertorials were developed to meet cold audiences at different entry points - from health-conscious parents to people who'd never considered a supplement before.
The result was a complete, strategically planned content library ready for testing across the funnel - built for a brand that already had the trust, and needed creative that could convert a much wider audience.
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