Strategy for Maxler
Current situation
Maxler, a German producer of vitamins and supplements, manages a dedicated Instagram account for the DACH region, focusing primarily on influencer marketing and user-generated content. Despite consistent efforts in content creation, engagement on the platform remains relatively low.
Objectives:
Increase reach
2
Increase engagement
1
Target Audience
- 1Professional or Semi-professional Athletes: Train daily, often multiple times a day, with a focus on performance optimization and competition. Male/Female, 18-35 years old, DACH region.⬤
- 2Sports Amateurs: Engage in sports activities 3-5 times a week, including gym attendance and participation in local sports clubs or groups. Male/Female, 25-45 years old, DACH region.⬤
- 3Dedicated Sports Enthusiasts: May not compete but are committed to regular, intense physical training sessions, viewing sports as a key part of their lifestyle. Male/Female, 25-50 years old, DACH region.⬤
Competitor Analysis
Maxler's competitors in the DACH region have distinct positioning and targeted audiences:
- ESN: Primarily targets professional athletes and boasts a strong community of 640K followers.
- Foodspring: Focuses on female sports enthusiasts.
- Natural Elements: Offers a wide range of supplements appealing to both male and female sports, health, and beauty enthusiasts, providing broad market coverage.
- GEN: Specializes in products for athletes, with a strong focus on performance and training.
- PowerBar: Also targets athletes, with an emphasis on performance and endurance.
Strategy
Achieving high engagement for consumer goods on Social Media today requires building a community. A brand must not only promote its products but also appeal to a clear and well-defined target group, resonate with its values, and incorporate narratives into communications on social media that the target audience can relate to.
Strategy. Target Audience
In light of Maxler’s competitors' positioning, we recommend putting the main focus on the group of Dedicated Sports Enthusiasts in major cities across the DACH region. This audience:
- F/M, living in big cities in the DACH region, 28-45 y.o.
- Is Affluent: They have high levels of education, stable, well-paying jobs, and invest in sports goods and equipment to enhance their performance.
- Values Sports: They view sports as essential to personal success and regularly integrate it into their lives.
- Seeks Connection: They see sports as a means to socialize and connect with like-minded individuals.
- Aims for Optimization: They are focused on optimizing their sports routines for maximum results.
Strategy. Positioning
High-Performing Sports Routine for High-Performing Individuals
Maxler is your partner in making sports more efficient and enjoyable. By optimizing your routine with Maxler products, you free up time, energy, and strength to achieve exceptional results in all areas of your life.
This broader approach allows us to not only focus on sports but also connect with the wider values and interests of our audience. Our goal is to resonate on a deeper personal level and build a community where sports support a successful life in today’s challenging environment.
Maxler is your partner in making sports more efficient and enjoyable. By optimizing your routine with Maxler products, you free up time, energy, and strength to achieve exceptional results in all areas of your life.
This broader approach allows us to not only focus on sports but also connect with the wider values and interests of our audience. Our goal is to resonate on a deeper personal level and build a community where sports support a successful life in today’s challenging environment.
- Strategy. Channels
The use of social media in the DACH region remains relatively conservative. Only 51% of the population in Germany uses social media, while 91% use the Internet. People aged 30-45 primarily use Instagram and YouTube, and we suggest focusing on these channels.
Another important channel to integrate is sports communities —such as running and cycling clubs. Post-pandemic, the trend toward sports socialization is growing, as is the number of these communities. They typically bring together busy, high-quality professionals who struggle to socialize outside of work and seek connections with like-minded people interested in sports.
Another important channel to integrate is sports communities —such as running and cycling clubs. Post-pandemic, the trend toward sports socialization is growing, as is the number of these communities. They typically bring together busy, high-quality professionals who struggle to socialize outside of work and seek connections with like-minded people interested in sports.
Sales Funnel
Instagram Content Strategy
To build a thriving community of high-performing sports enthusiasts, we will implement a content-driven sales funnel.
By curating diverse and engaging content, we'll captivate our audience, generate excitement for Maxler's products, and seamlessly guide them toward making a purchase.
By curating diverse and engaging content, we'll captivate our audience, generate excitement for Maxler's products, and seamlessly guide them toward making a purchase.
1. Instagram Sales Funnel: Acquisition
Maxler is currently partnering with a freelance Paid Social professional to increase Instagram followers. Together, we will focus on growing the account with a relevant audience while minimizing the cost-per-follower.
In addition to this, we will accelerate growth by co-authoring posts with influencers and partnering with sports communities, including running and tennis clubs, to reach a broader audience.
In addition to this, we will accelerate growth by co-authoring posts with influencers and partnering with sports communities, including running and tennis clubs, to reach a broader audience.
2. Instagram Sales Funnel: Interest and Attention
Goal: Introduce the brand, build awareness and trust, and establish a strong connection with the DACH region.
Tactics: To build trust and generate interest in Maxler's products, we will share content demonstrating the quality of the production, the research behind Maxler's products, and topics related to sports in the DACH region. The content will align with the values of our audience.
Topics. Building Trust:
Tactics: To build trust and generate interest in Maxler's products, we will share content demonstrating the quality of the production, the research behind Maxler's products, and topics related to sports in the DACH region. The content will align with the values of our audience.
Topics. Building Trust:
- Production: Videos showcasing the production site and explanatory content.
- Ingredient Sourcing: Information on where the ingredients come from.
- Consumption Tips: Advice from dietitians, nutritionists, and sports doctors (UGC).
- Content from Influencers: sports routines featuring vitamins and supplements (UGC).
- FAQ: Addressing common questions, such as “Can the human body process collagen?”
2. Instagram Sales Funnel: Interest and attention
Topics. DACH Region:
Topics. Lifestyle:
Formats: posts, reels, stories
- Local Sports Events: Highlight events such as the Berlin Marathon and Vienna sports activities.
- Sports Nostalgia: Tap into the powerful trend of nostalgia within the DACH media space to increase engagement.
- Climate and Weather: Address local climate challenges, like the lack of sunlight during Berlin winters, with posts about the benefits of Vitamin D.
Topics. Lifestyle:
- Sport Activity Kits: Showcase kits for different sports activities, including essential supplements.
- Recipes: Feature recipes using whey and vitamin liquids (UGC - User-Generated Content).
- Collaborations: Share content from collaborations with sports clubs and events.
- Product Use Cases: Provide examples of how Maxler’s products can be used in various scenarios, such as drinks for picnics.
Formats: posts, reels, stories
3. Instagram Sales Funnel: Desire
Goal: Create demand for Maxler’s products.
Tactics: At this stage, we aim to demonstrate the benefits of Maxler’s products in relatable, everyday situations, fostering a genuine need for them. We will showcase not only sports-related scenarios but also how our products fit into the broader lifestyle of high achievers, including work, hobbies, and more.
Formats: posts, reels, stories
Tactics: At this stage, we aim to demonstrate the benefits of Maxler’s products in relatable, everyday situations, fostering a genuine need for them. We will showcase not only sports-related scenarios but also how our products fit into the broader lifestyle of high achievers, including work, hobbies, and more.
- Checklists: Identify signs that you may be lacking electrolytes.
- Seasonal Vitamin Recommendations: Tailored suggestions for different times of the year.
- Marathon Preparation Guides: Step-by-step instructions for getting ready for a marathon.
- Stress Management: Tips on managing stress, along with supplement recommendations.
- Beauty and Career Balance: Guidance on maintaining beauty while pursuing a demanding corporate career.
Formats: posts, reels, stories
4. Instagram Sales Funnel: Action
Goal: Finalize the purchase
Tactics: At this stage, we’ll focus on driving conversions by highlighting special offers and promotions, and seasonal demand.
Formats: posts, reels, stories
Tactics: At this stage, we’ll focus on driving conversions by highlighting special offers and promotions, and seasonal demand.
- Low in Stock: Highlight products that are nearly sold out to create urgency.
- Bestsellers of the Month: Showcase the most popular products of the month.
- Product of the Month: Feature a product that's particularly relevant for the current season.
- Trial Kits: Offer trial-sized kits to encourage new customers to try Maxler's products.
- Influencers with Promo Codes: Offer exclusive promo codes for influencers to share with their audience.
Formats: posts, reels, stories
Maximizing engagement
To drive higher engagement, we will employ the following strategies:
- Creative Collaborations with Influencers: Partner with influencers in innovative ways. For instance, capturing their genuine first reactions to different flavors of whey powder can be more compelling than staged content.
- Leveraging Instagram Reels Trends: By utilizing current Instagram Reels trends, we can gain additional organic reach and engagement, thanks to Instagram’s algorithms favoring trending content.
- Newsjacking: Integrate trending topics, such as the 2024 Olympics, into our content to capitalize on popular news and increase visibility.
- Engaging through Stories. Stories are a great way to connect with the audience, gather their opinions, and introduce games and quizzes that educate while entertaining.
Youtube strategy
YouTube is a key platform for reaching the male audience in the DACH region. While men aged 30-45 with high incomes may not be very active on Instagram, nearly all of them are active on YouTube.
For our YouTube strategy, we recommend focusing on Shorts —a format that doesn't require significant investment in content production. We will repurpose some of the video content created for Instagram and develop videos specifically tailored for YouTube Shorts. To create these videos, we will utilize content from influencers, incorporate animation, and apply creative editing techniques. Since the Shorts format on YouTube is still evolving, it’s essential to design content specifically for Shorts, test it, and make timely adjustments to maximize engagement.
For our YouTube strategy, we recommend focusing on Shorts —a format that doesn't require significant investment in content production. We will repurpose some of the video content created for Instagram and develop videos specifically tailored for YouTube Shorts. To create these videos, we will utilize content from influencers, incorporate animation, and apply creative editing techniques. Since the Shorts format on YouTube is still evolving, it’s essential to design content specifically for Shorts, test it, and make timely adjustments to maximize engagement.
Sponsoring sports communities
The DACH region's major cities have vibrant sports communities. We propose organizing two collaborations per month.
Our plan includes sponsoring their regular events by supplying relevant products for club members. In return, we’ll generate content from these events and gain promotion both offline (during the events) and online, with mentions and tags on their Instagram accounts.
Examples of Sports Clubs for potential collaborations:
SCTF-Events (Berlin) - various sports
LAV Stadtwerke Tübingen - various sports
Cycle Store Zurich - cycling
Vienna Running Collective | VRC
Our plan includes sponsoring their regular events by supplying relevant products for club members. In return, we’ll generate content from these events and gain promotion both offline (during the events) and online, with mentions and tags on their Instagram accounts.
Examples of Sports Clubs for potential collaborations:
SCTF-Events (Berlin) - various sports
LAV Stadtwerke Tübingen - various sports
Cycle Store Zurich - cycling
Vienna Running Collective | VRC
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