Peakpro
An isolate whey protein brand started from nothing — no brandbook, no listings, no audience. Six months later it was doing 300k in sales.
The problem
Thai whey protein is a price war between brands nobody can tell apart.
Isolate is a commodity. On Shopee and Lazada the category is a wall of near-identical tubs sorted by baht per gram, and the incumbents already own the reviews. A new brand with no name and no budget cannot win that sort — so it has to be found somewhere else and arrive at the listing already convinced.
What I did
{{ play.title }}
{{ play.body }}
The channel mix
Discovery ran on social, the transaction ran on marketplace. One budget across both, planned so that the content driving saves and shares was also the creative feeding the platform search ads.
The range
Whey protein isolate, 900 g, four flavours. One packaging system carried across the line, with flavour signalled by colour.
Athlete campaigns
Two partnerships with Thai national athletes, produced as social-first video.
The outcome
300k in sales within six months of launch, from a brand that didn't have a logo when I started. Brandbook, content engine, influencer roster and paid budget were all mine to build and mine to answer for.