Objectives

In July of 2019, Dr. Will Bulsiewicz came to Digital Natives Group looking to accelerate his platform growth ahead of his April 2020 book launch. Beginning later that summer, Natives worked with Dr. Will to craft a new digital identity and platform strategy and began building the infrastructure that would lead to growth and a successful book launch.

(For more, view this project recap. Password: awards)

Strategy and Execution

Partnering with Digital Natives Group, Dr. Will carved out a brand position defined by radical positivity and inclusiveness in a space increasingly dominated by tribalism. Defining himself with mantras like "You don't have to be a vegetarian to be a vegetarian," Dr. Will invited everyone to his channels regardless of their dietary habits.

We also struck back at misinformation in this most critical year, leading with credentials over clickbait content around COVID-19.

In all of this we had a simple charge to live up to: we publish powerful information in digestible formats, not powerful packaging with digestible information.

(For more, view this project recap. Password: awards)

Results

• Fiber Fueled launched as a New York Times bestseller, and has sold over 75,000 copies to date.
• Dr. Will now has over 200K followers on Instagram, representing growth of 222%+ this calendar year.
• Our channel generated 43MM+ impressions this year, 383% growth.
• We have grown and nursed an email list of over 30K with an open rate over 50%.

(For more, view this project recap. Password: awards)

Media