Robin by One Drop Brand Strategy and Voice

Launching a new brand to help moms feel like themselves again while juggling the demands of motherhood

Context

Offering GLP-1 medications was a natural extension of One Drop’s mission to improve cardiometabolic health. To capitalize on the excitement around this new class of medications, my team and I were tasked with quickly developing a new sub brand targeting moms who want to lose weight.

Strategy

Guerilla user research conducted in online message boards revealed that moms were curious and ready to embrace GLP-1 medications. We used these findings to develop a brand platform, visual identity, and verbal identity.

Outcome

Robin launched in less than three months with a multi-page microsite, social campaign, and email flows.

Microsite

Robin by One Drop launched with a multi-page microsite explaining the offering and answering common questions about GLP-1 medications. Empathizing with the experience of being a parent while struggling with weight loss was critical in developing resonant content.

Robin by One Drop
Landing Page
About GLP-1 Medications
Landing Page
How It Works
Landing Page

Content strategy

With a limited marketing budget, generating organic traffic to the Robin microsite was key. I developed a content strategy and blog calendar targeting parenting- and weight loss-related keywords. I created a Pinterest board with multiple pins per article to generate more traffic. Within a week, several of the blog posts ranked in the top five on search engine results pages for target keywords.