When I last posted in 2011, I had left Michael Eisner’s new media company, Vuguru, and was recruited to lead marketing for Quest Nutrition. My decision to join Quest, a young and unknown protein bar company, seemed crazy to most. But I saw it as the perfect opportunity to combine my passions for community-building, innovative storytelling and technology to help create something great. My vision was to build the Quest brand by creating a dynamic online community fueled by high-quality content. From the beginning the company’s founders knew that social media would be the key to the brand’s success. It was never a question of IF we should do social, it was only how we would do it and how far we could take it.
After joining Quest things moved quickly. By tapping into existing communities in the bodybuilding space we got instant feedback and early adopters. Word spread and soon there was a grassroots movement, powered by the fans, to get Quest Bars stocked in specialty retail like GNC and The Vitamin Shoppe. By providing high value niche content our fan base grew by hundreds – then thousands – per day. Super fans emerged. People engaged with Quest – and those interactions turned into conversions. Our vision of leveraging the power of social to build a strong brand was becoming a reality.
Quest is now the best-selling protein bar in the sports nutrition category with more than 1.2 million fans across the primary social networks. Our headquarters has a 10,000 square foot soundstage used by a team of full-time directors, editors and producers creating world-class branded content. Social is at the forefront of our every decision, from product release strategy to how we discount our once-a-year sale. Nearly every marketing dollar goes toward our online platforms or product sampling and events. Quest has achieved best-in-class status while completely avoiding traditional marketing channels. And I’ve made quite a few protein bars along the way.
The journey at Quest has barely begun. By working side-by-side with three incredible entrepreneurs, and pushing myself and the brand everyday, I’ve learned a lot about what it takes to walk the path. After a three year blogging hiatus I am excited to relaunch so I can add to the social marketing conversation. So join me here as I explore brand building in the social age…