Some for them.
Some for you.
First one’s free.

THE BRIEF

Protein bars were starting to feel like a blur of macros and muscle. ZonePerfect needed a way to cut through the sameness and show up differently, especially with products that weren’t out-muscling the competition on protein or sugar stats.

My Role: Strategic Lead

THE WORK

We turned snackers into storytellers. Loyal fans were already hyping ZonePerfect on Instagram, so we gave them something to talk about: branded care packages they could share with friends. It was surprise-and-delight with a ripple effect. Inside each box? Free product, smart design, and a nudge to tag their squad.

• Built an advocate-led sampling program grounded in real behavior
• Activated a community that already believed in the brand
• Engineered shareability to drive organic trial and UGC

Why It Hits

This wasn’t influencer marketing. It was inner-circle marketing. We turned loyalty into growth by letting our fans lead the charge and the content. They filmed unboxings, tagged their crew, and lit up their feeds. Then they did something better than post. They passed it on. Loyalty turned into generosity. Snacks became shareable moments. What started as a care package sparked a chain reaction of brand love.

We turned loyalty into lift by activating inner-circle sharing and UGC, powered by the trust of friends and family (88% of people trust recommendations from people they know) and review-rich product pages (~270% higher purchase likelihood). Together, they helped cut through the bar-aisle blur and drive first-time trial.