smul is a newly launched plant-based health and wellness brand in South Africa that needed help establishing their presence on social media and making a meaningful impact in the wellness space.

In 2024, the health and wellness scene was thriving on community-driven initiatives. To position smul as more than just a brand, we saw an opportunity to immerse them in the culture by building authentic connections that go beyond social.

For smul’s launch, we helped position them alongside powerful collaborators by developing a run club with HOKA and South Africa’s National rugby team. We also launched a podcast featuring doctors and health experts, giving smul authority in the wellness conversation. By tapping into key partnerships, smul has quickly emerged as a leader in the South African market.