Seed is a revolutionary DTC synbiotic (pre- and probiotics in one package) with a brand mission that is bigger than just selling supplements.
The trillion-dollar “wellness” industry is almost completely unregulated. As a science-led brand, Seed needed to educate consumers about what makes a probiotic truly effective, and what doesn’t work for your body. At the same time, brand salience and differentiation were key in the crowded market of health and supplements.
Integrate the brand into culture and “make science cool.” Kingsland worked closely with Seed on launch strategy, seeding, and affiliate programming, including the revolutionary Seed University program which onboarded partner influencers and curious customers alike. Other initiatives included “Citizen Science” experiments like the brand’s buzzy #giveashit campaign; plus merch seeding and strategy including “SCIENCE” fanny packs and collegiate “Bacteria” sweatshirts that have since become covetable on the resale market.
We assisted in the creation of Seed University, a first-of-its-kind affiliate program that made influencers take a science course on Instagram and pass a test before they were accepted into the “class” of brand advocates.
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