what we did

Mixfit, a personalized nutrition device, came to Foster Marketing looking to launch their new-to-market product. Think the Keurig meets vitamins and supplements and that’s the Mixfit, but even smarter technology than that. Everyone has unique nutrition needs based on their own chemistry, diet and physical output. Mixfit, using their MINA technology, takes tracked output (exercise) and nutrition (diet) to deliver a truly personalized nutritive cocktail each day that syncs to your unique needs.

Foster was brought in to help launch the Mixfit brand and support their participation at CES in 2019.

• Using data insights from other health, fitness and nutrition brands, we began with persona work. We assessed the marketplace for who would buy a MixFit machine and really use it to its optimal output, leading us to four target audiences.

• We then created a brand that spoke well to these audiences and felt like something these personas would (and did) respond to.

• Then we created a website as the destination to learn more about MixFit and give these personas an opportunity to learn more about the product. Upon completion of the website, we began a pre-launch campaign that allowed these personas to pre-order their MixFit. The goal of the pre-launch was to get 50 sales, which would provide the investment and assurance needed to go into mass production.

Pre-Launch // Approach

With a very modest (bootstrapped) budget, we devised a plan to get 50 sales through the least amount of paid media. This included:

• PR: We leveraged our network of PR experts to create interest in the product through speaking engagements and interviews with the team.

• Targeted Organic and Paid Social: a campaign that deployed both organic educational content about Mixfit and an advertising component to lure personas to the website to read more about the product.

• Social Influencers: a two-pronged approach that recruited both:

  • Micro-influencers (under 30,000 followers) participating in the health and wellness content arena in exchange for a free MixFit machine and a 3-month subscription to the nutrients (e.g., Keurig-like cartridges).

  • Macro-influencers (over 30,000 followers) participating on a larger scale in health and wellness and would get a free machine, free subscription and a negotiated stipend for posting about MixFit.

Pre-Launch // Success Metrics

PR mentions: We got a ton of interest from the Technophile Entrepreneur crowd, including coverage with VentureBeat and a mention that filed MixFit under a “best surprise” at CES 2019.

Social: Mixfit kept the budgeted constrained and we prevailed with pulling all pre-orders of the machine almost exclusively from our social efforts.

Influencers: We were able to recruit 2 micro-influencers with our budget and they provided invaluable content and testimonial for the product. One of the influencers also accompanied the Mixfit team to CES to speak to the personal benefits of using it.

Upon a launch in late October 2018, we were able to reach and exceed the 50 pre-orders by late March. The machine, still in early beta testing, was ready for shipment to the pre-orders in late May of 2019.