Two pods. Twice the sales.
Ryza sells mushroom grow kits straight to the people who use them. I ran the direct-to-consumer campaign end to end — the plan, the content and the social direction — and managed the owned media that carried it across the product pages and the feed. Sales doubled.
- Client
- Ryza, LLC.
- Role
- Campaign management, content creation, social media direction
- Delivered
- Campaign plan · Product content for web and social · Social media direction · Owned media management
- Discipline
- Design + Marketing · Graphic Design · Social · Campaign
01 / The brief
A grow kit is a hard sell in a scroll.
Most people have never grown a mushroom. A grow kit asks them to picture the harvest before they've seen it — and to pick the right kit for the species they want. The campaign had to make two products easy to tell apart and easy to want, on a product page and in a two-second scroll.
Two pods, one jar
The RyzaPod comes in two versions: one for manure-loving species, one for wood-loving ones. Same jar, different substrate — and buyers had to know which was which at a glance.
No shelf to lean on
No retailer, no store display, no sales rep. Every sale started on owned media, so the content had to do the selling on its own.
Web and social at once
The same assets had to work as product imagery on the site and as posts in the feed, without reading as two different campaigns.
02 / The approach
Let the substrate tell the story.
The difference between the pods is what the mushrooms grow on. So that became the creative: each pod gets the world it belongs to.
01
Give each pod its own world
Manure-loving gets terracotta, wheat and river stone. Wood-loving gets cream, birch and moss. The set tells you which pod you need before you read the label.
02
One system, every channel
The same split layout, color pairing and product framing run across product pages and social posts, so every touchpoint reads as one campaign.
03
Run the channels directly
I managed the owned media myself — planning, posting and adjusting — so what worked in the feed fed straight back into the next round of content.
03 / The work
Two looks, one brand.
04 / The result
Sales doubled.
The campaign doubled RyzaGrow's sales. Just as useful: Ryza now has a campaign look it can keep using. New species, new pods and new posts slot into the same system instead of starting from scratch.
2×
sales after the direct-to-consumer campaign
2
product lines, each with a look you can read at a glance
1
campaign system across product pages and social
Selling direct?
I'll plan the campaign, make the content and run the channels — one person, accountable for the number.