With a $30,000 marketing budget, I would focus on building strong pre-launch momentum for Vista through a balanced 60/40 split between brand-building and performance marketing. The majority of the budget would go toward micro- and mid-tier creator partnerships to generate authentic, lifestyle-based content and social proof, supported by high-quality short-form content production. Paid social advertising on TikTok and Instagram would be used primarily for awareness, engagement, and retargeting rather than immediate conversions, ensuring ads feel native and trust-driven. I would concentrate spend around launch—while still investing pre- and post-launch—to build anticipation, maximize visibility during launch, and retarget engaged audiences afterward. From this approach, I would expect increased brand awareness, an engaged pre-launch audience, strong creative assets for ongoing marketing, and lower acquisition costs once the brand begins to scale.

Growing a brand from 0–10K followers is about building trust before scale. By focusing on identity, value-driven content, consistent engagement, and ongoing optimization, a new brand can grow a loyal audience that supports long-term success.

Gorgie, Unwell, and Bloom each demonstrate strong but distinct approaches to social media marketing, tailored to their target audiences and brand identities. While all three brands are successful in building awareness and engagement, they excel in different areas of digital strategy.

Gorgie’s social media presence is rooted in authenticity and community. The brand relies heavily on user-generated content and micro-influencers, allowing real customers to share their experiences rather than relying on overly polished advertisements. This approach builds trust and positions Gorgie as a lifestyle brand instead of just an energy drink company. If leading their social strategy, I would maintain this community-first approach while incorporating more educational storytelling about ingredients and product benefits to strengthen credibility and differentiation within a competitive market.

Unwell’s strategy is driven by personality and cultural relevance. Closely tied to founder Alex Cooper, the brand leverages her strong personal following to create bold, trend-aware content that resonates with Gen Z and young millennial audiences. This unapologetic tone helps Unwell stand out in crowded social spaces. However, the brand’s heavy reliance on one personality presents a long-term risk. Expanding content to include community voices, collaborators, and shared experiences would help Unwell build a more sustainable and scalable brand identity.

Bloom excels in consistency and influencer-driven visibility. Its widespread creator partnerships and routine-based content make wellness products feel accessible and easy to incorporate into daily life. Bloom’s clean, aesthetic visuals further support algorithm-friendly content that performs well across platforms. While effective, this strategy can feel repetitive and over-saturated. Introducing behind-the-scenes content, brand storytelling, and transparency around sourcing and formulation would enhance trust and deepen consumer connection.

Overall, each brand effectively leverages its strengths: Gorgie through authenticity, Unwell through personality, and Bloom through consistency. To further improve, all three could benefit from deeper storytelling and long-term trust-building, ensuring their social media presence not only attracts attention but also fosters lasting brand loyalty.