Creating An Inclusive, Friendly Partner-In-Fit: Tata GoFit

Brand & Communications Strategy | Conversion Rate Optimization | Creative Direction & Content Strategy |

Tata GoFit entered the highly competitive and cluttered world of fitness supplements with a bold ambition: to redefine fitness nutrition with the power of plant protein. Together, we crafted the foundation for the brand to become a trusted partner in fitness for women, offering inclusive and approachable solutions for every stage of the fitness journey.

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Brand & Communications Strategy

Challenges: After reaching the PMF stage, consumer insights revealed the need for a more cohesive, brand-forward approach to effectively communicate Tata GoFit's value and mission.

Builder Moves:

1. Conducted qualitative research to uncover consumer personas, usage patterns, triggers, barriers to purchase, and brand perceptions.

2. Performed in-depth market mapping and competitor analysis to identify potential whitespace opportunities.

3. Defined the brand’s positioning, purpose, archetype, pillars, and consumer value proposition to establish a clear identity.

4. Developed a tone of voice, brand moodboard, and comprehensive communication guidelines, including sample copy, dos and don’ts, and funnel-specific content tailored to identified personas.

5. Refined messaging for the multi-benefit protein to clarify its unique advantages and better resonate with consumers.

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Conversion Rate Optimization

Challenge: To bring Tata GoFit’s core brand values to life, enhance customer delight, and deliver an optimized e-commerce experience.

Builder Moves:

1. Identified pain points in the existing website and consumer journey to pinpoint areas for improvement.

2. Analyzed top D2C brands and collaborated with Viral Mint to design a revised UX wireframe.

3. Partnered with ELD to refresh the website's content and design for a more engaging user experience.

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Creative Direction & Content Strategy

Challenge: Building trust in the emerging category of plant protein within the competitive fitness market.

Builder Moves:

1. Strategic communications across digital channels:

a). Social media & marketplace content strategy for 2 years

b). Developed creative ad testing campaigns backed by consumer and competitor insights

c). Automated and revamped CRM flows for personalized, impactful communication

2. Partnered with Soha Ali Khan and Mandira Bedi to drive credibility and top-funnel awareness.

3. Successfully introduced new products like the multi-benefit protein range and apple cider vinegar (ACV), highlighting their unique benefits to diverse fitness audiences.

4. Launched an influencer affiliate program, enhanced the shipping experience with branded touches, and introduced Gift-With-Purchase (GWP) items to elevate consumer engagement."