The Challenge

• Limited visibility in the UK wellness market

• Strong competition from established supplement brands

• Need to adapt French heritage messaging for UK audiences

• Building awareness and consideration from zero

• Driving both engagement and conversion digitally

Owari required a culturally relevant, insight-led launch strategy tailored specifically to UK consumer behaviour.

Our Approach

We implemented a UK market entry framework centred on:

• Audience insight and positioning refinement

• Social media management and content creation

• Short-form video strategy for discovery

• Paid media activation for awareness and conversion

• Community and UGC engagement

• Continuous performance optimisation

This ensured balanced brand storytelling and measurable digital growth.

UK Market Entry & Positioning

We conducted detailed audience mapping to understand UK wellness consumers, identifying:

• Functional nutrition buyers

• Holistic lifestyle communities

• Plant-based and natural health advocates

• Female-led wellness audiences

Messaging was adapted to balance Owari’s French heritage with UK values around transparency, efficacy, and authenticity.

Social Media & Content Strategy

We developed a premium yet approachable content ecosystem across Instagram and TikTok.

Content Pillars

• Ingredient and formulation education

• Wellness ritual storytelling

• Lifestyle integration and daily routine content

• Short-form video optimised for UK discovery behaviour

• Seasonal and culturally relevant narratives

This approach positioned Owari as both aspirational and credible.

Engagement Impact

• 46% increase in UK social engagement

• 38% growth in follower base during launch period

• Higher save rates on educational and routine-based content

Paid Media Strategy

We structured campaigns across the full funnel:

• Awareness campaigns targeting UK wellness and lifestyle audiences

• Engagement campaigns amplifying high-performing organic posts

• Conversion campaigns driving traffic to product pages and email sign-ups

• Retargeting campaigns nurturing warm audiences

Performance Results

• 2.4x blended ROAS across UK campaigns

• 57% increase in website traffic from UK audiences

• 28% reduction in cost per acquisition through optimisation

• Strong uplift in email subscriber growth

Community & UGC Activation

To build trust in a new market, we:

• Encouraged real-user testimonials and routine sharing

• Repurposed UGC into paid and organic creative

• Highlighted early adopters and advocates

• Created engagement prompts around wellness rituals

This strengthened relatability and authenticity among UK consumers.