Confidently You
A Wellness Brand's Launch & Debut in Canada
What we did
How do you enter a brand new market, within a highly competitive category, and break through to command attention?
For youtheory, they relied on TIA's ability to execute an integrated omni-channel marketing program, and the results were undeniable.
The spark
When U.S. supplement brand youtheory set its sights on Canada, they needed more than just shelf space—they needed a movement. With collagen competition heating up, we set out to build buzz, win hearts, and launch a new era of wellness.
Services
Influencer Partnerships & Ambassadors
Paid Social & Digital Ads
Experiential & Community Events
PR Boxes
Sponsored Articles
Branded Content
The strategy
Given the competitive nature of the wellness category, we needed to be innovative and unpredictable. Our strategy was designed to cultivate a community in real life, which would seamlessly translate into Digital community building. This strategy included IRL launch events in both Toronto and Montreal, four ambassador partnerships, working with over 30 creators from a diverse range of ages and backgrounds, a robust mix of organic and performance assets, and a tailored media buy.
The moments
Our #ConfidentlyYou message took off at the launch events, and across social, effectively introducing youtheory to Canadians from coast to coast. Our sold out events featured beautiful signage, custom PR boxes, custom food and drink, as well as social content capture stations to facilitate UGC. Combined with our roster of participating creators and top Canadian publications in attendance, the youtheory launch exploded across both news and social feeds, alike!
136m+
total impressions
27.9m
Canadians reached
207
pieces of influencer content
67
creators at events
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Why it worked
Localized messaging made it feel personal, influencer stories built real trust, and sharp targeting stretched every dollar. The result? youtheory went from unknown to unforgettable, carving out a strong space in Canada’s wellness scene and showing that confidence isn’t just a feeling—it’s a strategy.