Case Study: FMCG Beverage Launch

From 0 to sold-out shelves in 12 weeks

We turned a completely new product into real-world retail demand. Here’s how…

sold out across multiple Woolworths stores

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1.3M+ people reached

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12-week launch sprint

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sold out across multiple Woolworths stores • 1.3M+ people reached • 12-week launch sprint •

The Brief:

A brand-new FMCG product entering the Australian market with big ambition and zero presence (yet).

This brand launched into Woolworths and select grocery retailers with a completely new concept: protein-infused coconut water, available in three flavours. A fresh category play, with serious potential.

We were brought in for a 12-week sprint to take this from unknown to unmissable, building pre-launch buzz, driving launch awareness, and ultimately getting people into stores to buy.

This wasn’t just about launching a product. It was about proving retail demand, fast. So we got to work and delivered the following.

Services:

The Social Sell Out, including:
- Content Creative Production
- Social Media Management
- Meta Paid Ads
- UGC Sourcing & Management

Goals:

Generate hyper-demand within a 12-week retail trial period to support long-term retail placement and prove market demand at scale.

Build hype, awareness, and real-world purchase behaviour during launch phase.
Build a recognisable social presence aligned to fitness, convenience, and performance.
Educate consumers on a completely new product concept and category.
Position the brand as an early leader within an emerging FMCG space.
Create strong consumer traction, trust, and validation within the launch window.

The Challenge:

This was a true ground-zero launch.

No audience. No content. No awareness. No proof the market even wanted the product.

On top of that, the product itself was new to market, meaning we weren’t just selling, we were educating. Consumers needed to understand what it was, why it mattered, and why they should choose it.

There was also no existing social proof, no customer validation, and no way to predict how the market would respond.

Add in a tight 12-week retail trial window, and the pressure was on to create immediate traction, not just long-term brand building.

The Strategy:

We implemented our Social Sell Out approach through Content Creative Production, UGC Sourcing & Management, Social Media Management, and Paid Ads to build a high-impact launch system designed to generate hype, trust, and real-world retail demand fast.

Content & Creative

Through TMG’s Content Creative Production services, we produced a high-volume content library combining product B-roll, lifestyle content, fitness-focused creative, “on-the-go” moments, and UGC-style assets.

We designed content specifically for top-of-funnel organic discovery, focusing on highly shareable, trend-led, and educational concepts that would stop the scroll and rapidly build awareness around a completely new product category. We educated consumers on what the product actually was, why it mattered, and why they should care.
We also developed middle-of-funnel content across socials, including reviews, taste tests, reactions, and talk-to-camera style videos to create relatability, build trust, and generate consumer validation quickly.
Through an expanded UGC Management scope, TMG also sourced, briefed, managed, and procured creators aligned to different buyer personas, helping generate relatable content tailored to fitness, convenience, and lifestyle audiences.

Examples filmed by TMG:

Content that really captured the consumers’ attention

112,319 views
398 likes
60 comments
258 shares
66 saves

Results that pack a punch

85,309 views
147 likes
21 comments
38 shares
29 saves

Video assets designed for every stage of the funnel

Adapted for organic and paid platforms

Social Media Management & Community

Launched social media management pre-launch to build anticipation and momentum ahead of retail launch.
Rolled out teaser content, reviews, educational videos, creator content, and community-driven posts designed to generate curiosity and conversation.
Ran strategic giveaways to amplify reach and increase engagement during the launch period.
Leveraged organic customer-generated content as excitement around the product grew online and in-store.

Paid Ad Funnel Strategy

Activated a full-funnel Meta ads strategy designed to drive both awareness and real-world purchase behaviour.
Launched awareness campaigns to rapidly scale visibility and product discovery during the critical retail trial window.
Amplified high-performing organic content through paid ads to strengthen social proof and increase engagement.
Rolled out traffic campaigns directing customers to purchase online via Woolworths or visit stores in-person.
Layered retargeting campaigns based on user engagement and interactions to nurture interest.
Built list-building campaigns to capture customer data, support ongoing email marketing, and strengthen long-term retargeting opportunities beyond the initial launch.

Every touchpoint was designed to build familiarity, credibility, and urgency quickly, turning attention into action both online and in-store.

The Results:

A launch that turned a completely unknown product into real-world retail demand within just 12 weeks.

What started as a brand-new FMCG concept with zero awareness quickly became a product customers were actively seeking out in-store.

Commercial Impact

Product sell-out across multiple Woolworths stores during the initial retail trial period, giving strong in-store demand, helping validate long-term retail potential.
Organic customer-generated content created by real buyers discovering, purchasing, and reviewing the product online (as seen on TikTok screengrab).
Multiple unpaid creator shoutouts from major health and lifestyle creators including @nectoriouspapi (110K+ followers) and @themacrofoodblogger (111K+ followers), who independently purchased, tried, and shared the product with their audiences organically - without paid sponsorships or partnerships.

The kind of momentum you can’t fake, and exactly what retail buyers want to see.

Instagram Wins:

Followers: From 0 to 900
Total views: +387.2K views
Total interactions (likes, shares, comments, saves): 64K
Average engagement rate: 5.85%
Instagram website clicks: +17K

Multiple viral video content moments:
- 20g of protein…in coconut water - 112K views (728 intereactions
- Crisp, clean and smooth - 85K views (235 interactions)