Case Study: Nourish+ – Building, Scaling & Protecting a Digital Brand

Background

Nourish+ is a fast-growing UK-based health food company specialising in vegan protein powders and wellness snacks. Founded in 2021, the brand quickly built an online following through social media and influencer partnerships. In early 2024, they planned a bold expansion into European markets.

As part of this strategy, the marketing team was tasked with developing a comprehensive digital marketing plan, selecting the right channel mix, and preparing to scale sustainably, all while anticipating potential challenges around brand reputation and crisis management.

Part 1: Building a Digital Marketing Plan

The team began by conducting a Digital SWOT analysis:

• Strengths: Strong Instagram following, loyal D2C customers
• Weaknesses: Limited European brand awareness
• Opportunities: Growth in vegan markets across Germany & Scandinavia
• Threats: Rising competition and potential for influencer backlash

They paired this with a PESTEL analysis, noting the impact of EU food regulations, growing digital ad restrictions, and increased environmental awareness among consumers.

Using this insight, Nourish+ defined SMART objectives, including:

• Increase EU website traffic by 30% in 6 months through multilingual SEO.
• Achieve 15% conversion rate from targeted email campaigns.
• Build a network of 50 micro-influencers across 3 EU countries by Q3.

Part 2: Selecting the Right Digital Channels

The marketing team selected a multi-channel strategy aligned to audience segments and funnel stages:

• SEO: For organic discovery in Germany, Denmark & the Netherlands, with blog content focused on wellness, recipes, and nutrition advice.
• PPC: Google Search Ads for high-intent keywords like “best vegan protein powder Europe.”
• Social Media: Instagram and TikTok for influencer-driven awareness, focusing on behind-the-scenes stories and “day in the life” health content.
• Email Marketing: A welcome series, product education flow, and cart recovery automation using Klaviyo.
• Content Marketing: A storytelling approach showcasing real customer journeys and sustainable sourcing partnerships.

This channel mix was mapped to a campaign roadmap, including timelines, budgets, KPIs, and responsible teams.

Part 3: Crisis & Future-Proofing

In the second quarter, an influencer associated with Nourish+ was involved in a social media scandal unrelated to the brand. However, screenshots surfaced of the influencer using Nourish+ products, sparking negative sentiment and calls for the brand to comment.

The team activated their digital crisis management plan within 12 hours. Actions included:

• Posting a neutral but clear statement across social platforms.
• Removing promotional content featuring the influencer.
• Responding empathetically to customer concerns in comments and direct messages.
• Amplifying positive user-generated content and testimonials.

Simultaneously, the brand initiated a review of its influencer partnership policy, introduced AI-driven sentiment monitoring, and began exploring the use of blockchain to verify ethical sourcing, a move aligned with its long-term future-proofing strategy.

Learning Outcomes

This case study demonstrates how integrating a clear plan, selecting the right digital tools, and preparing for crises can drive sustainable success in a complex, evolving digital landscape.