We started with the brand's biggest asset — genuine trust — and worked out how to put it in front of people who'd never heard the name. From there we built a creator-led program with vetted wellness voices, briefed to show the product in real routines rather than read a script, backed by a content library made to turn curiosity into carts. On paid, we ran a performance layer underneath the creators, scaling spend only as cost-per-acquisition held steady. Then we pushed the subscription offer hard to turn one-time buyers into recurring revenue. One number set the pace: subscribers. Reach that didn't stick wasn't worth paying for.