1. Social Media Content
Goal
Generate 3–5 million impressions per month and drive a 0.05% conversion rate.
Approach
Build a content engine across TikTok, Instagram Reels, LinkedIn, and YouTube Shorts, focused on education, humor, and culture around (gut) health.
Outcome
— 3–5M impressions/month
— 1,500–2,500 conversions/month
Platform-wise strategy:
Goal:
Generate 1 million monthly impressions on LinkedIn.
How?
We’ll leverage two key distribution channels:
1. The Brand Page
Share business updates: new store launches, partnerships, hiring.
Repurpose educational content from Instagram (carousels, insights, gut-health facts).
2. Employee Advocacy
Founders continue posting thought-driven, behind-the-scenes content as they already do.
Team members post personal updates about their day-to-day operations, small wins, challenges, and growth at Sourmilk.
Example:
// Instagram & TikTok
Goal:
Generate 2-3 million monthly impressions by running a multi-account ecosystem.
How we’ll do it ?
We’ll operate one main Brand Account supported by supplementary niche channels, each built to serve a specific purpose:
- Education → Trust
- Inspiration → Identity
- Entertainment → Reach
1. Brand Account
Content Strategy to be decided.
2. Supplementary Channels
A. Educational Channel (Solves for Trust)
Through this channel the focus is going to be on pure education around gut health, yogurt industry realities, prebiotics, dietary supplements etc.
Example Reference:
Olivia Unplugged for Opal
@olivia.unplugged
B. Inspirational Channel (Solves for inspiration + relatability)
A creator-style account sharing content around Wellness, Healthy routines, Lifestyle habits, Gut-friendly practices, etc.
OR,
A Healthy Lifestyle Broadcast Channel that shares latest research, Trends, Micro-news in wellness, Health insights etc.
Execution Note: In the beginning, we’ll record the videos manually. Once we have enough videos to train the AI models, then it’ll be automated easily, only video editing be required.
Example Reference: (This video is made with AI except the editing)
View this post on Instagram
C. Entertainment Channel (Top-of-Funnel Reach)
This channel is for easy views, and views only.
We’ll leverage the logo (or an animated mascot version) to create top-of-mind awareness.
Example Video:
// YouTube
For YouTube, the goal is simple: document the journey of building Sourmilk. We’re already filming a lot of clips for Instagram so if we just weave them together with a storyline, we can turn that into powerful long-form content.
And the leverage is insane: 100,000 views on YouTube = 1,000,000 views on every other platform.
Example Reference:
2. Micro -Influencer Seeding
Goal
Acquire 5,000–10,000 customers through this channel by Month 12.
Approach
Seed 20 highly vetted creators per month.
The core filter isn’t follower count; it’s credibility + trust within their circle.
A nutritionist who shares their gut-health journey on Substack
A startup operator or creative professional posting about their journey on LinkedIn,
A yoga instructor or wellness coach with a small but loyal offline audience
Each person should be capable of driving 10–50 real customers through authentic advocacy.
Outcome
— 20 seeds/month × 10–50 conversions = 200 – 700 customers/month
— 5,000 – 7000 customers by Month 12
Example:
We sent product to someone with a small Instagram following but she ran a highly engaged community in Toronto. Guess how many people she convinced to buy? Same story with a gym trainer. She influenced more people than any typical influencer ever could.
View this post on Instagram
3. Product Integrations
Goal
Move 28,000 tubs per year through product integration with outlets like cafes, smoothie bars, meal kits, restaurants by Month 12.
Approach
Partner with one high-traffic café / restaurant / smoothie bar or meal kit each month that aligns with our brand values and audience.
The focus isn’t on volume of partners, but on VELOCITY per partner.
Each partner should be capable of moving 50 tubs/week (= 200/month, = 2,400/year).
Outcome
— 1 new integration per month = 2,400 tubs
4. Strategic Partnerships
Goal
Build trust and drive 5,000–8,000 customers by Month 12 through authority-based partnerships with professionals who influence wellness decisions – nutritionists, fitness coaches, and corporate offices.
Approach
We’ll partner with credible experts and organizations who already guide people’s health choices by giving them Sourmilk to recommend, integrate, or sample within their communities.
That means partnering with:
Nutritionists and dietitians who include Sourmilk in their clients’ diet plans,
Fitness and pilates coaches who feature it in post-workout routines,
Corporate offices that stock Sourmilk in their canteens
Outcome
— 100 offices onboarded by Month 12, moving 100 tubs/month and converting 20 employees each → 2,000 customers
— 100 nutritionists onboarded, each influencing 10 clients → 1,000 customers
— 150 fitness coaches onboarded, each influencing 10 clients → 1500 customers
= 5,000–8,000 total customers
5. Trials, Events & Communities
Goal
Acquire 5,000+ customers by Month 12 through direct product experiences by sampling, pop-ups, and participation in community events that allow people to taste, feel, and connect with Sourmilk.
Approach
Continue doing founder-led sampling (if budget allows then outsource) and high-intent community touchpoints.
That means:
Pop-ups and street sampling 5 days/week across NYC – the “drug-deal” method that’s already proven product-market fit,
In-store demos
Community and fitness events – run clubs, fitness events, and community events.
Outcome
— 20+ sampling events/month, reaching ~2,000 people/month
— 15–30 % conversion → 4,000–5,000 new customers annually
6. Geo-Seeding
Goal
Drive velocity and awareness within a tight retail radius by seeding Sourmilk directly into the hands of people who live, work, or shop near our retail stores to ensure every location builds loyal, repeat buyers fast.
Approach
We’ll execute hyper-local outreach to win over customers store-by-store by building mini communities around every shelf that carries Sourmilk.
That means:
Identifying target zones (1-mile radius around each retail store),
Sampling nearby audiences – gyms, yoga studios, coworking spaces, and local cafes,
Outbound outreach to professionals who work nearby (scout offices in that location → search people on LinkedIn from those companies → do outreach. yes exactly like b2b; see the example below),
Retargeting these audiences with geo-fenced ads and local influencer mentions to reinforce recall.
Outcome
— 50 – 100 local activations by Month 12 (aligned with store expansion)
— 200 – 400 new customers per store zone
Example Reference:
“Judge me for how good my good ideas are, not how bad my bad ideas are”
– Ben Affleck