Deux founder Sabeena Ladha, after starring in “Shark Tank” in 2021, hopes to continue the direct-to-consumer plant-based functional food brand on TV by working with influencers and leveraging social media and outgoing momentum. family ad. By doing so, the brand known for its cookies is building a community of Gen Z fans.
Ladha came up with the idea for Deux because she was tired of taking tons of vitamins and had a passion for sweets at the same time. The brand’s cookies are made with functional ingredients that help consumers get their vitamins while satisfying their sweet tooth. Since launching in 2021, Deux has leveraged influencer partnerships, billboards, Instagram and TikTok to reach consumers. But the team didn’t want to fill the Instagram feed with cookies, so their focus has always been on creating great content that followers actually care about and ultimately share on their own feed.
“Shareability is our No. 1 goal. Our No. 2 goal is to make people laugh,” Ladha said of the company’s approach to social content and advertising Say. With over 80,000 followers on Instagram and TikTok, Deux has cultivated its social media presence by partnering with like-minded brands and influencers. Deux’s collaborating brands include Summer Fridays, Amanda Hirsch of the TV show “Not Skinny But Not Fat” and wellness influencers Sweats and the City of Eliz and Dale.
Deux also includes a bakery series titled “Baking Dudes” with former “Bachelorette” contestant Mike Johnson. “We create interesting content. Even though we create campaigns like our outdoor billboards (“honk your horn if you like it original”), we make sure it’s super shareable and it goes viral on TikTok Come on. Everything we do — whether it’s paid or organic — comes back to shareability,” Ladha said.
As part of a brand’s influencer marketing strategy, Deux seeks influencers who fit the brand’s ethos. “We give away, email to launch, and work deeply with a handful of influencers who really align with the brand in an exclusive collaborative style or content creation,” says Ladha. For example, Deux is currently working with health and wellness influencers Sweats & the City Collaborate on s’mores cookie dough flavors. Some of Deux’s other partners include fitness influencers Mari Llewellyn and Lauryn Evarts Bosstick (The Skinny Confidential), food blogger Nicole Cogan, actress and singer Alyssa Lynch, and reality TV star Katie Maloney. Margo Kahnrose, Skai’s chief marketing officer, said: “Gen Z is very aware of staying healthy enough to enjoy life because when the world shuts down, they are most affected when many key moments of their youth are compromised or cancelled.” They don’t want to miss out on the biggest moments of their lives because of health issues.”
It’s unclear how much of Deux’s advertising budget is allocated to influencer spending and outdoor billboards, as Lada doesn’t Willing to reveal exact figures. So far, Deux has spent more than $35,000 on advertising jobs in 2022, according to Kantar. That said, Ladha did share some insights on how the brand is breaking the budget. “We spend about 20% of our ‘work’ media ad spend on Meta, which is much less reliant than most DTC brands. Our influencer spend (including gifting) is about 30%,” she commented on Deux of influencer spend.
Working with influencers, transparency of labels and ingredients, clean visuals that stand out on the shelf and online, and the ability to leverage the native capabilities of digital and social media may help Deux Stand out and reach Gen Z consumers, according to analysts. Edward Mclarnon, senior vice president and head of regional experience strategy at creative marketing agency RAPP, said: “By targeting a generation growing up with more information than any previous generation, their approach is tailored to Audience conditions to succeed.”
Deux isn’t the only brand reaching Gen Z through out-of-home marketing and social media. Gut-healthy soda brand Poppi and DTC chocolate vitamin brand Sourse have taken a similar approach to reaching this demographic, as Gen Z consumers are more aware of what’s going into their bodies.
“The all-encompassing wellness genre embraced by brands like Deux — where contentment, happiness, and even decadence can coexist — is critical for Gen Z as they enter a phase Mediahub According to Colton Morris, Senior Planner for Insights and Actions:
