Overview
Content Is King
GU Energy was the original sports nutrition solution for endurance athletes, renowned among hardcore athletes as the best in the business. However, the brand struggled to expand its reach as new competitors entered the market. GU lacked the marketing depth and educational approach needed to communicate its unique value and attract a broader audience of athletes.
Years
2016-2018Growth
eCommerce Revenue Growth over 30% 2 Consecutive YearsMarketing Services
Content Creation & Multi-Channel Distribution
Our Solution
We partnered with GU's marketing and ecommerce teams to develop a powerful content strategy that would showcase the brand's expertise and connect with athletes:
- Community Marketing
Developed a strategy to leverage GU's network of elite athletes, turning them into authentic brand story tellers and educators. - Content Strategy
Built a comprehensive editorial approach with tools and processes to create a steady stream of engaging, athlete-focused content across digital channels. - Digital Experience
Guided the creation of an immersive online content experience that seamlessly integrated editorial storytelling with product information. - Brand Positioning
Repositioned GU as more than just a product—creating a platform that educates, inspires, and supports endurance athletes.
The Results
The new marketing approach put content at the center, allowing trusted athletes to educate and promote GU's products while letting the quality speak for itself.
Key Achievements:
- Drove year-over-year online sales increase of more than 30%
- Significantly increased consumer engagement across website and digital marketing channels
- Improved conversion rates while expanding paid channel traffic
- Established a more contemporary and authentic brand voice in the competitive sports nutrition market
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