Wile Social & Content
Co-founder & architect of a very different, occasionally copied content approach
Category: Supplements & functional beverages • Perimenopause • Mental wellness
Roles: Co-Founder, Creative Director, Chief Brand Officer (1.5 years) & CMO (1.5 years), Community Builder & Storyteller
The situation
See the overall brand strategy on the Wile page.
Our goal: Reframe midlife. Our reality: Stress, misogyny, ageism and WTH crash onto women right as hormones start fluctuating wildly.
Target women 40ish - 60ish (not older, like most brands).
Voice of “a spirtual warrior after 1.5 glasses of wine.”
I never believed women wanted to talk about hot flashes and weight gain all the time. We wanted to talk about relevant things in relevant ways that reflect how smart, cool women actually think and talk when amongst ourselves.
The strategy
Key ideas:
40 is the new 40.
It’s your power. Take it.
We used pop culture, nostalgia and current cultural or news moments as levers to tackle intriguing topics to engage opinionated women likely to be open to naturopathic approaches & rebellious wellness.
One of our first posts to declare our POV.
Our stated goal: make our supplements the "pre-natal" of turning 40. So show it!
Burnout Relief is a top seller. This says it all.
