Najlepszy Skład
A PZPN-backed supplement funnel
A supplement brand co-created with the dietitians of Poland's national football team. We built a funnel that turns the authority of the PZPN partnership into sales. Najlepszy Skład is a sports supplement brand co-created with the dietitians of the Polish national football team. The range includes isotonic drinks, energy gels and vitamin drinks. The products are aimed at both amateur and professional athletes. The brand's communication rests on nutritional facts and its partnership with PZPN.
- Authority that had to turn into sales. The PZPN partnership and the involvement of the national team's dietitians are a strong argument. But the argument alone does not sell a product if the website does not lead to a purchase.
- Two very different audiences. An amateur jogging after work and an athlete training every day have different questions. The funnel had to answer both groups without mixing messages.
- Fact-based messaging. Empty promises come easily in supplements. The brand wanted to talk about ingredients and use, not ad slogans.
- A competitive category. Many brands sell isotonic drinks and energy gels. Customers compare them quickly, often on a phone, so the advantage has to be visible from the first screen.
- Engagement beyond one purchase. Supplements are bought regularly. The funnel should build a relationship that leads to repeat orders.
- Conversion-focused landing pages. Each landing page has one goal: a purchase or a click through to the product. The content flows from the athlete's problem to a concrete solution.
- Partnership authority front and center. The collaboration with the national team's dietitians appears where customers make their decision. It is not tucked away on an About page.
- Nutritional facts instead of slogans. Descriptions explain when and why to use an isotonic drink, a gel or a vitamin drink. Athletes get information they can compare with their own training.
- Separate paths for amateurs and pros. We tailored content and examples to experience level. Amateurs see simple instructions, pros see detailed usage.
- Gamification as part of the funnel. We introduced gamification mechanics that engage users before and after purchase. Sport naturally goes hand in hand with challenges, scores and rewards.
- Social media integration. The funnel connects with the brand's social channels. Social content leads to the landing pages, and users can share their participation in activities.
- Clear product choice. Isotonic drinks, gels and vitamin drinks serve different purposes. The content helps match the product to the type and length of exercise instead of leaving customers with a bare list.
- Product landing page. The page shows the product, how it fits into training and the partnership argument. The buy button is always within view.
What we built it with.
Brand and audience analysis
We got to know the product range, the PZPN partnership and the target groups. We identified the questions amateurs ask and those athletes ask.
Funnel architecture
We mapped the paths from first contact to purchase. Each path has its own landing page and its own argument.
Landing page design and build
We created conversion-focused pages. Partnership authority and nutritional facts are the main building blocks of their content.
Gamification and social media
We implemented gamification mechanics and connected the funnel to social channels. That way, social traffic lands on the right path.
Testing and launch
We tested the paths on mobile devices and desktops. Finally, we prepared the funnel to take traffic from the brand's campaigns.
What changed.
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Do you have a product backed by a strong partner?
We will help turn that authority into a funnel that sells. A partnership with a recognized institution is one of the strongest arguments in product marketing. But it only works when it sits next to the buy button, not on the About page. In categories where customers compare many similar products, facts beat slogans. And if the product is bought regularly, the funnel should give people a reason to come back.
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