High Fiber

Keto by Naomi Whittel

Building a community of women around a high fiber keto diet

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Timeline

12 Weeks, Fall 2019

Roles

Designer 👩‍🎨 

Strategist 🎯

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Research

1. Strengths

  • Naomi Whittel has the knowledge, reputation and network in the wellness industry, which should build up her credibility among the target audience.

  • The success of Glow15 has laid the foundation for Naomi Whittel’s new book since these two books share a similar group of readers.

  • Whittel’s popular products can also act as places to raise awareness of the new book and transforming existing customers to readers.

  • The ketogenic diet has a huge potential in the wellness market as it has a growing number of followers.

  • Whittel is a New York Times best-selling author and is backed by authentic/recognizable experts and scientists.

2. Weaknesses

  • Although the market is expanding, keto is still a niche market with limited awareness since there are too many types of diets that have been known for a longer time than the keto diet, such as vegetarian, low-fat, low-calorie, etc.

  • As everything is on social media, the platform of High Fiber Keto is confined, which means that the book can only target a small portion of all potential customers in the market.

  • Whittel isn’t the first to discover the keto diet. There are already a variety of books on this topic.

  • Not FDA approved and no long-term scientific evidence.

3. Opportunities

  • Healthy eating is becoming a trend with more beginners, which means that the size of potential readers of High Fiber Keto will grow.

  • The market is still open to innovations. Most of the keto books on Amazon include two parts, an introduction of the keto diet and keto recipes. Therefore, books with new content and ideas are likely to stand out.

  • Whittel already has a dedicated following that uses many of her other products.

  • Whittel has the potential to be top anti-aging dietary method guide and to change the perception of dieting and self-help books.

  • A spike in interest in keto.

4. Threats

  • Due to the lack of certification and qualification of writing a book on the keto diet, the barrier of entry for this field is low, which indicates high competitiveness in this market.

  • As there are more than 40,000 results for keto books on Amazon, the huge number of existent books is threatening the competitiveness of the new book.

SWOT

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Research

Survey

To generate comprehensive and accurate results, our survey includes 43 questions total and takes a maximum of about eight minutes to complete, if the respondent answers all questions. Most questions have forced responses, so respondents cannot skip these questions during the survey. However, we will also adopt “display/skip logic” so that those who have no experience in certain sections, such as dieting and book-buying, will not encounter questions asking for more information in those sections

Through the survey, we determined how to better reach audiences by uncovering specific questions that cannot be answered through secondary research. We used an omnibus survey that consists of questions regarding:

  • Demographics

  • Lifestyle

  • Dieting

  • Cooking

  • Health and wellness

  • Reading and book purchasing habits

  • Media consumption

 
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Prototyping

Campaign Goals

1. To drive women ages 35 and up to take charge of their health and reframe their relationship with food through Naomi Whittel’s high fiber keto diet.

2. To form female-led communities around the high fiber keto diet on media channels.

3. To make the HFK diet accessible and easy for busy women.

Grocery Samplers

This campaign’s activations consist of pop-up cooking tutorials held in select Whole Foods locations in major Florida cities, including Miami and Orlando. Naomi Whittel’s team will lead these activations to tap into the Whole Foods customer base, which consists of higher-income wellness seekers able to afford organic products. These pop-ups will allow the public to preview and enjoy high fiber keto recipes as well as introduce them to Whittel’s book.

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Post-Campaign

Evaluation

​The achievement of our campaign objectives will be the main method of measuring the success of this HFK campaign. For this campaign, since there are six objectives in total, there will be six measurements for each objective.

  • Post-campaign survey

  • Media coverage

  • App downloads

  • Social media engagement

  • Rating of the podcast

  • Best-seller list

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Micro-Influencer Mailers

These mailers will be sent out to five influencers, who were chosen for their content and following, one month before the book is released. Inside the mailers, the influencers will find a customized water bottle, a weekly planner to organize grocery lists and diet progress and non-perishable samples from Whittel’s recipes in her book. Although these recipes haven’t been released yet, some samples could include common staples like tumeric or coconut oil. 

Campaign

Deliverables

​The achievement of our campaign objectives will be the main method of measuring the success of this HFK campaign. For this campaign, since there are six objectives in total, there will be six measurements for each objective.

  • Post-campaign survey

  • Media coverage

  • App downloads

  • Social media engagement

  • Rating of the podcast

  • Best-seller list

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Key Takeaways

What did I learn?

​The achievement of our campaign objectives will be the main method of measuring the success of this HFK campaign. For this campaign, since there are six objectives in total, there will be six measurements for each objective.

  • Post-campaign survey

  • Media coverage

  • App downloads

  • Social media engagement

  • Rating of the podcast

  • Best-seller list