CORE CHANNELS:
Lead gen · Paid social
PLANNING:
Brand strategy and positioning · Go-to-market · Investment
MANAGEMENT:
Design agency · Suppliers · Research team
PROJECT MANAGEMENT:
Product development · Branding
Matterial
about.
Matterial is a brain health start-up, whose mission is to make brain health as culturally relevant as physical health. Through their industry-leading nutritional formula and culture-first brand, they aim to establish brain health in a whole new light.
the work.
Establishing a new product in a competitive market, while also creating a culture around it, is no easy task.
To tackle this, I built a pre-launch strategy designed to go deep into a focused audience rather than wide. The goal was to create an initial community of brand advocates who felt part of the mission from day one. These early advocates become the voice of the brand, cementing authenticity and laying the foundation for wider growth at launch.
Results
Lead Gen
Within the first six weeks, Matterial received over 500 applications to its pre-launch programme, each applicant completing a detailed 4+ minute form, proving genuine high intent. Even better, the cost per lead came in at just £1.50 per application, a fraction of the cost typically expected for such high-barrier leads.
