CREATIVE STRATEGY
THE FORMULA
THE FORMULA
THE FORMULA
BRAND BREAKDOWN
BRAND BREAKDOWN
A deep dive into The Formula. Analysing the brand, its market position, creative strategy, audience targeting, and the biggest opportunities for growth.
A deep dive into The Formula. Analysing the brand, its market position, creative strategy, audience targeting, and the biggest opportunities for growth.
A deep dive into The Formula. Analysing the brand, its market position, creative strategy, audience targeting, and the biggest opportunities for growth.
STRONG FOUNDATIONS
STRONG FOUNDATIONS
Product and positioning already proven
Product and positioning already proven
CLEAR AUDIENCE
CLEAR AUDIENCE
Strong fit with experienced gym-goers
Strong fit with experienced gym-goers
PROVEN DEMAND
PROVEN DEMAND
A large and rapidly growing market
A large and rapidly growing market
CLEAR OPPORTUNITY
CLEAR OPPORTUNITY
Several audience segments remain unexplored
Several audience segments remain unexplored
CREATIVE POTENTIAL
CREATIVE POTENTIAL
Clear path to diversify creative and scale
Clear path to diversify creative and scale
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01 - BRAND SNAPSHOT
01 - BRAND SNAPSHOT
THE BIG PICTURE
THE BIG PICTURE
A brief snapshot of The Formula.
The brand, their market position, current strengths, and the key gaps creating room for growth.
A brief snapshot of The Formula.
The brand, their market position, current strengths, and the key gaps creating room for growth.
A brief snapshot of The Formula.
The brand, their market position, current strengths, and the key gaps creating room for growth.
01
WHAT THEY SELL
From creatine and sleep support to their flagship pre-workout, Neuphoric, the focus is on effective formulations rather than marketing hype.
02
WHO THEY SELL TO
The current focus is on consumers who already understand the category and are actively comparing products and formulations.
03
THEIR MARKET
Consumer interest in health and performance continues to rise, creating opportunity for brands, especially ones that can differentiate.
04
STRENGTHS
The messaging uses education and product quality to build credibility and differentiate from generic supplement brands.
05
WEAKNESS
Pretty much all of the creatives target a same customer with the same core message, limiting audience expansion and risking fatigue.
06
OPPORTUNITY
Introducing new angles, speaking to customers at different awareness stages, but also iterating on the current winning message.
SNAPSHOT SUMMARY
The Formula has built a strong position by speaking directly to informed consumers who care about ingredients, formulations and results. Their educational content creates trust, reinforces product quality and differentiates the brand from competitors relying on generic supplement marketing.
The challenge is that much of this success is concentrated around a single audience and messaging style. The next stage of growth lies in both deepening and broadening what already works: iterating on proven messages through new creative executions while also testing entirely new concepts, audiences and angles. This allows the brand to continue compounding existing wins without becoming overly reliant on a single approach.
02- CREATIVE ANALYSIS
02- CREATIVE ANALYSIS
creative audit
creative audit
A brief breakdown of The Formulas current Meta ads.
Identifying what is working, what is missing, and key opportunities for improvement.
A brief breakdown of The Formulas current Meta ads.
Identifying what is working, what is missing, and key opportunities for improvement.
WHAT'S WORKING
WHAT'S WORKING
3 key points on what they are already doing well.
01
01
01
VISIBLE FOUNDER
VISIBLE FOUNDER
OBSERVATION
OBSERVATION
Rather than relying on influencers or generic brand content, much of the creative is built around the founder sharing his expertise, experiences and perspective directly with the audience.
Rather than relying on influencers or generic brand content, much of the creative is built around the founder sharing his expertise, experiences and perspective directly with the audience.
WHY THIS WORKS
WHY THIS WORKS
A visible founder combines two powerful advantages: trust and speed. Customers are buying into a person, not just a product, while the brand gains an endless source of authentic content that can be produced, tested and iterated quickly.
A visible founder combines two powerful advantages: trust and speed. Customers are buying into a person, not just a product, while the brand gains an endless source of authentic content that can be produced, tested and iterated quickly.
02
02
02
A CLEAR ENEMY
A CLEAR ENEMY
OBSERVATION
OBSERVATION
Much of the creative compares the product directly against the most popular alternatives that the audience already use, making the value proposition clear and easy to understand.
Much of the creative compares the product directly against the most popular alternatives that the audience already use, making the value proposition clear and easy to understand.
WHY THIS WORKS
WHY THIS WORKS
These ads target the most aware audience, who already trust and spend money within the category. The challenge isn't convincing them to buy a brand new product, but simply giving them a clear reason to switch.
These ads target the most aware audience, who already trust and spend money within the category. The challenge isn't convincing them to buy a brand new product, but simply giving them a clear reason to switch.
03
03
03
GREAT BOTTOM OF FUNNEL CONTENT
GREAT BOTTOM OF FUNNEL CONTENT
OBSERVATION
OBSERVATION
Alongside the more educational content, the brand consistently runs good BOF creatives focused on reviews, proof and purchase decisions.
Alongside the more educational content, the brand consistently runs good BOF creatives focused on reviews, proof and purchase decisions.
WHY THIS WORKS
WHY THIS WORKS
The funnel is simple but effective. Trust is built through the founder, demand is created through education, and conversion-focused creatives provide the final push needed to turn the warmed up viewer into a customer, through a great offer and urgency.
The funnel is simple but effective. Trust is built through the founder, demand is created through education, and conversion-focused creatives provide the final push needed to turn the warmed up viewer into a customer, through a great offer and urgency.
SMALL OBSERVATION: Small wording changes can meaningfully impact performance. For example, "This Bundle Should Be Illegal" communicates the same idea as the current headline, in a more direct and potentially more attention-grabbing way. It would be something worth testing.
SMALL OBSERVATION: Small wording changes can meaningfully impact performance. For example, "This Bundle Should Be Illegal" communicates the same idea as the current headline, in a more direct and potentially more attention-grabbing way. It would be something worth testing.
WHAT'S MISSING
WHAT'S MISSING
3 key points on what they are currently missing.
01
01
01
NARROW AUDIENCE
NARROW AUDIENCE
OBSERVATION
OBSERVATION
The majority of creatives speak to experienced gym-goers who already understand supplementation, ingredients and formulations. The ads are also hitting a primarily male audience.
The majority of creatives speak to experienced gym-goers who already understand supplementation, ingredients and formulations. The ads are also hitting a primarily male audience.
WHY THIS MATTERS
WHY THIS MATTERS
Owning a niche audience creates strong positioning, but scaling beyond it, as they would like to, requires broader appeal. Expanding into new customer segments increases growth potential while making performance less dependent on a single group of buyers.
Owning a niche audience creates strong positioning, but scaling beyond it, as they would like to, requires broader appeal. Expanding into new customer segments increases growth potential while making performance less dependent on a single group of buyers.
02
02
02
CREATIVE DIVERSITY
CREATIVE DIVERSITY
OBSERVATION
OBSERVATION
While execution styles vary, much of the creative follows a similar educational and comparison-led structure.
While execution styles vary, much of the creative follows a similar educational and comparison-led structure.
WHY THIS MATTERS
WHY THIS MATTERS
The message has already been proven. The next stage of growth may come from delivering it through different faces, formats and perspectives that appeal to entirely new audience segments.
The message has already been proven. The next stage of growth may come from delivering it through different faces, formats and perspectives that appeal to entirely new audience segments.
03
03
03
HERO PRODUCT DEPENDANCY
HERO PRODUCT DEPENDANCY
OBSERVATION
OBSERVATION
All of the marketing revolves around Neuphoric, despite the brand offering several other products with proven demand and strong market fit.
All of the marketing revolves around Neuphoric, despite the brand offering several other products with proven demand and strong market fit.
WHY THIS MATTERS
WHY THIS MATTERS
Neuphoric has clearly become a successful acquisition vehicle, but relying too heavily on a single hero product can limit future growth. Expanding creative around other proven products creates additional acquisition opportunities while reducing dependence on one offer.
Neuphoric has clearly become a successful acquisition vehicle, but relying too heavily on a single hero product can limit future growth. Expanding creative around other proven products creates additional acquisition opportunities while reducing dependence on one offer.
SMALL OBSERVATION: Good copy doesn't make the reader think. A common rule is to write at a level even a child could understand. Replacing industry terms like "efficacious dosing" with simpler language could improve clarity without weakening the message.
SMALL OBSERVATION: Good copy doesn't make the reader think. A common rule is to write at a level even a child could understand. Replacing industry terms like "efficacious dosing" with simpler language could improve clarity without weakening the message.
KEY TAKEAWAY
KEY TAKEAWAY
THE CREATIVE ISN'T FAILING, BUT THE AUDIENCE HAS A CEILING
THE CREATIVE ISN'T FAILING, BUT THE AUDIENCE HAS A CEILING
The key word for The Formula is diversity.
They have identified a winning audience, a strong positioning strategy and a hero product that clearly resonates. As a result, much of the growth has been built around a relatively small number of proven assets.
This has created a strong foundation, but also introduces concentration risk. Reliance on a single audience, a limited set of creative angles and one primary acquisition product naturally creates a ceiling over time.
The next stage of growth comes from diversification. Expanding into new audience segments, testing fresh creative concepts, introducing different creators and building demand around additional products all create new paths to scale.
The objective isn't to replace what's already working. It's to build a business that isn't dependent on any one audience, angle, creator or product for growth.
The key word for The Formula is diversity.
They have identified a winning audience, a strong positioning strategy and a hero product that clearly resonates. As a result, much of the growth has been built around a relatively small number of proven assets.
This has created a strong foundation, but also introduces concentration risk. Reliance on a single audience, a limited set of creative angles and one primary acquisition product naturally creates a ceiling over time.
The next stage of growth comes from diversification. Expanding into new audience segments, testing fresh creative concepts, introducing different creators and building demand around additional products all create new paths to scale.
The objective isn't to replace what's already working. It's to build a business that isn't dependent on any one audience, angle, creator or product for growth.
CLICK HERE TO DOWNLOAD THE FULL AUDIT
03- DEEP RESEARCH
03- DEEP RESEARCH
market research
market research
THE FOUNDATIONS
THE FOUNDATIONS
Understanding the market and the customer is the most important part of the whole process. This helps explain why certain creatives work, where growth opportunities exist, and what drives a customer to purchase.
Understanding the market and the customer is the most important part of the whole process. This helps explain why certain creatives work, where growth opportunities exist, and what drives a customer to purchase.
THE MARKET IN 3 POINTS
01
01
MARKET SIZE
MARKET SIZE
Understanding the market and the customer is the most important part of the whole process. This helps explain why certain creatives work, where growth opportunities exist, and what drives a customer to purchase.
Understanding the market and the customer is the most important part of the whole process. This helps explain why certain creatives work, where growth opportunities exist, and what drives a customer to purchase.
01
01
MARKET SIZE
MARKET SIZE
Understanding the market and the customer is the most important part of the whole process. This helps explain why certain creatives work, where growth opportunities exist, and what drives a customer to purchase.
Understanding the market and the customer is the most important part of the whole process. This helps explain why certain creatives work, where growth opportunities exist, and what drives a customer to purchase.
01
01
MARKET SIZE
MARKET SIZE
Understanding the market and the customer is the most important part of the whole process. This helps explain why certain creatives work, where growth opportunities exist, and what drives a customer to purchase.
Understanding the market and the customer is the most important part of the whole process. This helps explain why certain creatives work, where growth opportunities exist, and what drives a customer to purchase.