Formulite
An eCommerce business that focuses on promoting healthy weight loss solutions through their meal replacement and recovery protein products. Formulite was founded in 2015 by Glennis Winnett, a health industry professional seeking to fill a gap in the market for healthy weight loss solutions. Today, Formulite is one of Australia's fastest-growing VLCD Meal Replacement products and one of Social Star’s oldest clients.
What did we do?
Glennis and our CEO Andrew Ford have formed such a strong relationship that he has been onboarded as their CMO. Together, the marketing team at Formulite and Social Star work to ensure we are meeting targets and achieving goals.
LinkedIn Outreach
We have been performing LinkedIn outreach since mid-2021 for Formulite. This consists of reaching out to Australian dietary professionals to see if they would be interested in trying samples of Formulite’s products.
There are many benefits of LinkedIn outreach, but the main positive is that it enabled the expansion of Glennis' and subsequently Formulite's network. With some of the best statistics in comparison to other methods of cold connections, the ability to generate leads from LinkedIn is unparalleled. This was demonstrated by the multitude of people replying back with addresses for sample products.
We have successfully sent over 2,000 connection requests, resulting in the establishment of 400 new connections with an impressive average acceptance rate of 20%. Furthermore, we are pleased to share that we have received a reply rate of 40% from these connections, indicating a high level of engagement and interest in Formulite’s offerings. These results are a testament to the great product from Formulite and the way we can personalise connection requests on LinkedIn. Of those that did not engage, they are still being exposed to the brand.
Uncover how we can grow your business through LinkedIn outreach.
Strategic Counsel
As Andrew is the CMO for Formulite, he plays a crucial role in various aspects of the company's operations. He provides valuable insights and guidance on business strategy and oversees the development and execution of the marketing strategy. He is actively involved in running advisory board meetings, where he collaborates with key stakeholders to drive innovation and make strategic decisions. Andrew’s insights stem from analysing market trends, consumer behaviour, and the competitive landscape to inform the company's overall direction. He identifies opportunities for growth, assesses potential risks, and advises the executive team on strategic decisions that align with the company's goals and objectives.
This extends to creating a comprehensive plan that outlines the company's marketing objectives, target audience, messaging, and channels. He collaborates with internal teams and external partners to ensure the strategy is effectively implemented, monitored, and adjusted as needed. Andrew oversees various marketing initiatives, such as advertising campaigns, content creation, social media strategies, and customer engagement programs, with the aim of driving brand awareness, customer acquisition, and revenue generation.
Mentorship
Andrew takes an active role in mentoring the marketing team, providing guidance, and conducting performance reviews for permanent staff. He also takes charge of contract negotiations with external marketing agencies, ensuring optimal partnerships and maximising the company's marketing efforts.
Product Development Assistance
Andrew actively contributes to product development, leveraging his marketing expertise to ensure the company's offerings align with customer needs and market trends.
Personal Brand
Outside of his responsibilities at Formulite, Andrew also dedicates time to coaching Glennis, as he does for Social Star’s other personal branding clients. He utilises his expertise to guide Glennis in establishing her personal brand, helping to effectively communicate her value and achieve professional goals.