Poppi, a company that creates a delicious, better-for-you soda alternative with natural ingredients, including prebiotics, to make healthier options more enjoyable. Our audience is creative, adventurous, health-conscious, and ambitious women, located in the US. They also enjoy relatable and trendy content on social media, seeking out beverages that are both fun and easy for them to enjoy in their busy, wellness-focused lives.
Female, aged 25-40, located in the US, health and wellness niche, active on Instagram/TikTok.
Research Insight & Analysis
Product Positioning
Poppi can be positioned as a refreshing and health-conscious alternative to traditional sodas, appealing to consumers who prioritize wellness without sacrificing taste. The unique selling proposition lies in its use of natural ingredients and prebiotics, which not only enhance flavor but also promote digestive health. To carve out a niche in the competitive beverage market, Poppi can emphasize its commitment to quality ingredients and the fun, adventurous lifestyle of its target audience. Fresh angles could include highlighting the versatility of the product in various settings, such as social gatherings, fitness activities, or as a guilt-free treat.
Target Customers
The ideal customer profile for Poppi includes:
Health-Conscious Women: Women aged 25-40 who are actively seeking healthier beverage options that align with their wellness goals. They are likely to be engaged in fitness activities and prioritize nutrition in their daily lives.
Creative and Adventurous Individuals: Women who enjoy trying new flavors and experiences, often sharing their discoveries on social media. They appreciate brands that resonate with their lifestyle and values.
Busy Professionals: Women balancing careers and personal lives, looking for convenient yet enjoyable beverage options that fit into their on-the-go routines.
Illustrative examples include:
- A fitness enthusiast who shares her workout routines and healthy recipes on Instagram.
- A lifestyle blogger who focuses on wellness and self-care, often featuring products that align with her brand.
- A mother who seeks out fun and healthy options for her family while sharing her experiences on social media.
Potential Influencer Matches
To effectively reach the target customers, consider collaborating with the following types of influencers:
Health and Wellness Influencers: These influencers focus on nutrition, fitness, and overall well-being. They can authentically promote Poppi as a healthier soda alternative, showcasing its benefits in their content.
Lifestyle Influencers: Influencers who share a mix of personal life, fashion, and wellness can create relatable content that resonates with the target audience. They can integrate Poppi into their daily routines, making it a part of their lifestyle narrative.
Food and Beverage Influencers: These influencers specialize in food reviews and beverage tastings. They can highlight the unique flavors and health benefits of Poppi, reaching an audience that is eager to discover new products.
Micro-Influencers: Engaging with micro-influencers who have a dedicated following can lead to higher engagement rates. They often have a more personal connection with their audience, making their endorsements feel more genuine.
Content Creation Ideas
To align with the brand and engage the target audience, consider the following content topics and ideas:
Recipe Ideas: Create content featuring unique recipes that incorporate Poppi, such as mocktails, smoothies, or healthy desserts. This can encourage users to experiment with the product in creative ways.
Wellness Challenges: Launch a social media challenge encouraging followers to share their wellness routines, incorporating Poppi as a refreshing beverage choice. This can foster community engagement and brand loyalty.
Behind-the-Scenes Content: Share the story of Poppi’s creation, including the sourcing of natural ingredients and the benefits of prebiotics. This transparency can build trust and connection with the audience.
User-Generated Content Campaigns: Encourage customers to share their experiences with Poppi on social media, using a specific hashtag. Highlighting real customers can create a sense of community and authenticity.
Trendy Social Media Formats: Utilize platforms like TikTok or Instagram Reels to create fun, engaging videos that showcase Poppi in various scenarios, such as picnics, workouts, or social gatherings.
These strategies can help Poppi effectively connect with its target audience while promoting a fun and health-conscious lifestyle.
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