How do you build the brand while changing how the business grows?

WHAT CHANGED

An audience-led plan connecting media, creative, and measurement.

At the first quarterly review, Eden reframed the work around the whole marketing system.

Humann expanded Eden’s role twice: 

• first from television to full-funnel planning, budget allocation, channel strategy, and measurement, and 

• subsequently, in 2026, to all digital execution outside of Amazon. 

Eden became the strategic center for the account and led execution across the remaining channels, while specialist agencies continued to manage TV and Amazon.

Eden replaced separate channel and product plans with an audience-led plan. The audience strategy was reframed across demographics and awareness stages. It distinguished older audiences, who are more reactive and diagnosis-based, from younger audiences, who focus proactively on a heart-healthy lifestyle and require different messaging.

Across the funnel, the strategy managed audience pools based on their relationship to the category and brand. It differentiated “knowable” audiences from “unknowable” ones rather than relying on performance algorithms that over-optimize for immediate conversion and restrict reach.

The planning model worked in two directions. Top-down planning established reach and frequency by evaluating audience channel consumption, reach costs, and the value of spill versus waste. Bottom-up planning added platform-level specificity for digital execution under modest budgets. It determined the “next best dollar spent” by prioritizing high-fidelity, knowable audiences, setting tailored KPIs across category and brand awareness stages, planning minimum frequency requirements, and guiding conversion without cutting off investment in longer-term prospects.

Eden also shifted the primary view from attributed TV sales to a measurement system operating at three levels: 

• Platform metrics guided execution and optimization within each channel.

• Advertising brand lift measurement tracked movement from Awareness to Consideration, Consideration to Preference, and Preference to Trial.

• Media mix modeling connected investment to Humann’s business KPIs and evaluated impact across the full mix. 

Together, these gave Humann a clearer view of day-to-day performance, brand health, and business impact.

The team also built forecasting, return expectations, testing gates, and hypotheses into the plan.

The work expanded beyond media. Eden led the creative agency review, helped shape the communications strategy and brief, and connected the audience, advertising, media, distribution, and measurement around the same business goal.

Separately, Eden established a structured Learning Agenda of four to six hypothesis-driven tests across the year. These included whether category-aware digital audiences could drive incremental lift, whether broadening beyond key linear strategies could bring in new customers, whether the Humann brand could extend beyond SuperBeets, and whether a new social and creative approach could create incremental value.

Before each test, the team defined the methodology and success criteria needed to produce statistically reliable results. This gave Humann the evidence to make larger investment decisions with confidence.