V Vitamins
Here’s how I led the V Vitamins team to success through organic social media and E-mail marketing.
Major Milestone
Reached the $2m> revenue mark
Industry
Feminine Wellness
Year
Mar 2022 - Feb 24
Client
Annie White
Problem
V Vitamins made a strong entrance into the e-commerce feminine wellness space in 2020, but things changed quickly after COVID. Competitors like Love Wellness and Happy V continued to grow while V Vitamins struggled to keep up. The founder turned to ads hoping to bring sales back to life, but even with the push, revenue stayed stuck around $600k.
My Approach
Stepping in to lead the team as a man in the feminine wellness space wasn’t the easiest task, but I knew the product had real validation. What we needed was a sharper value proposition.
We had to answer the simple question: Why choose us over every other e-commerce wellness brand offering the same thing?
To rebuild momentum and push sales forward, I mapped out a focused four-level strategy:
1. Organic Social Media – Show up consistently, educate, and rebuild trust.
2. Email Marketing – Nurture, convert, and re-engage our audience.
3. Irresistible Free Offers – Lower the barrier, increase trials, and spark word of mouth.
4. Website Optimization – Clarify the promise, simplify the journey, and improve conversions.
Organic Social Media Built on Education and Storytelling
We made a deliberate shift on Instagram, stepping away from the usual sales-heavy content. We realised people don’t buy just because you tell them to; they buy when you’ve given them value first. So we moved toward founder-led videos where she teaches, shares real experiences, and talks honestly about her pain points. That relatability changed everything. As expected, the page took off, growing to over 115K followers.
Efficient Email Marketing Campaigns and Automations
Making the most of Mailchimp, we built a strong email marketing system that consistently drove traffic back to the website and kept the brand top of mind. Social media only lets you educate in small pieces, but email gives you room to go deeper and we used that advantage well.
I started by integrating our Shopify store with Mailchimp and setting up forms that automatically collect leads and add them to our email list.
From there, I created value-driven email campaigns sent twice a week, every Tuesday and Thursday. These weren’t just updates, they were educational, engaging, and designed to build anticipation. We placed strategic links throughout each email, which had the community actively clicking through to make purchases.
We also built key automations:
• A 4-part abandoned-cart flow to recover customers we would’ve otherwise lost.
• A welcome email sequence that introduces new subscribers to the brand and answers FAQs.
On top of that, we implemented customer segmentation and A/B testing to constantly refine our results and improve performance over time.
Irresistible Free Offers
Another game-changing hack was using irresistible free offers to upsell the suppositories. People love it when they feel they’re getting something valuable for free or at a low cost, it builds trust fast.
We created simple but powerful digital guides on Canva, turned them into PDFs, and offered them in exchange for email sign-ups or as a “Buy 2 bottles, get a free guide” bonus.
It worked incredibly well and proved one thing: great marketing doesn’t need to be expensive, it just needs to be smart.
Testimonial Led Growth
Word-of-mouth was also critical. Instead of forcing overly polished branding, we leaned into DMs, product reviews, and voice-note testimonials from real women.
These authentic snippets became organic posts that fueled a loop of trust → purchase → share → repeat.
