Plant People

The Objective

Plant People is a science-backed wellness brand specializing in functional mushroom and adaptogenic supplements. The strategy focused on positioning their sleep and daily wellness lines as clean, effective alternatives to over-the-counter sleep aids, heavily emphasizing key product features like being completely melatonin-free and sugar-free.

The Execution

The creatives utilized UGC sourcing targeted at creators who embody active, holistic lifestyles to showcase daily routines, before and afters, and clear consumer outcomes. Content formats combined text-wall storytelling over native footage, founder stitch content, and splitscreens. Visual designs leaned into loopable offer graphics and clever visual metaphors like sleeping like a log, alongside dynamic sequences showing the gummies in excess over raw ingredient layouts.

The Creative Unlock & Outcome

Testing uncovered a critical creative breakthrough by deploying sensory copy that described how the product tasted while simultaneously showcasing the product or its ingredients. This pairing of taste appeal with clean ingredient transparency emerged as a healthy, consistent performer across the account, boosting performance by eliminating consumer skepticism around wellness supplement flavor and efficacy.