arrae
Creative Differentiation Fuels Breakthrough Launch Performance
Rapid creative iteration and messaging rooted in consumer pain points drove breakthrough results for arrae’s Tone launch, exceeding performance benchmarks up to +19%.
Solutions
arrae is a health and wellness supplement brand that formulates products to address everyday concerns like bloating, digestion, protein intake, and weight management. Entering Q1 2025 and with peak seasonal demand on the horizon, arrae tapped New Engen to support the launch of its new product, Tone.
With ambitious growth goals in place, arrae looked to New Engen to not only fuel a successful product launch, but to do so with efficiency and without losing momentum across core SKUS.
Immerse
To drive impact from day one, we developed a deep understanding of arrae’s evolving portfolio needs and launch goals. Through deep collaboration with the client team, we aligned quickly on Tone’s core value proposition and positioning within the women’s wellness space.
Working hand-in-hand with arrae and leveraging Donut Studios’ creator expertise, we built a feedback loop that allowed for constant testing, learning, and optimization throughout the quarter.
Inspire
Our deep immersion into arrae’s brand and audience surfaced a critical insight: many women in arrae’s community were hesitant about creatine due to its association with bloating, a major blocker in the category. Tone, however, was uniquely positioned to overcome that barrier. Formulated specifically for women, Tone is designed to support strength and performance without the unwanted side effects typically associated with traditional formulas.
As we tested early messaging, one headline quickly emerged as a breakout performer: “Not Your Boyfriend’s Creatine." More than just a catchy line, it served as a sharp point of market differentiation in a saturated category. The phrase clearly rejected traditional creatine tropes while implicitly inviting curiosity about what Tone is: a performance-focused supplement built for women, without the bulk, bloat, or bro-culture baggage. This direct contrast helped arrae stand out and gave us a focused narrative to build around.
This learning shaped our strategic approach moving forward: lean into emotionally resonant, pain point-driven messaging that speaks directly to consumer concerns, with tone and specificity that feel native to the audience.
Implement
With a clear messaging strategy in place, we deployed a fast-paced, insight-led media approach to drive performance and scale learnings:
Rolled out static ads with multiple value props, enabling us to identify top-performing messaging, like “Not Your Boyfriend’s Creatine”, early in the campaign.
Extended successful messaging into UGC-style video content that spoke to Tone’s differentiators in a relatable, organic voice.
Mapped creative assets to different funnel stages, using awareness-driven messaging to broaden reach and conversion-focused content to drive action.
Applied the anti-bloat messaging strategy to other Arrae products like Clear Protein+, MB-1, Tribiotic, and Bloat, where digestive concerns were also high-friction points.
Worked with Donut Studios to rapidly produce and iterate on new concepts based on real-time performance signals, ensuring agility throughout the launch.
Impact
Our launch strategy for Tone unlocked immediate impact and long-term value. Creative assets tied to Tone generated 31% of total revenue for the quarter while using just 28% of media spend. These ads outperformed on key efficiency metrics, driving an 11% higher ROAS and a 19% lift in CTR relative to internal benchmarks.
Beyond Tone, this launch became a creative blueprint, shaping messaging across multiple SKUs and improving full-account performance.
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