AG1 - Athletic Greens

Marketing Strategy Breakdown

On Panoramata, we gather marketing data on DTC Ecommerce brands. On this page, we freely make some of this data available for AG1.

Highlight your key value proposition in various ways:

The main value proposition of AG1 is offering an all-in-one product that provides the whole body with all the necessary vitamins and nutrients. Instead of managing several different boxes of supplements, customers can rely on just one. This simplifies their choices, prevents them from feeling overwhelmed, and saves space since they only need to store one box instead of many.

As a supplement brand, providing more nutrients in fewer boxes is crucial for competitiveness. 

Now, let's see in the following section, how AG1 highlights this value proposition:

1- Showcase product benefits: 

Both in emails and ads, AG1 usually shares about their main benefit as an all-in-one supplement solution via listing all the supplements that one scoop of AG1 can replace, such as multivitamins, supergreens, probiotics, vitamin B complex,etc.

2- Explain your price in different ways

AG1 sends time to time emails highlighting the economic benefits of their solution. Since supplements are often consumed regularly, these emails appeal to budget-conscious individuals with sentences like these examples from AG1 emails : "Whole body health for less than 3USD/day" and "Get all this for less than 3USD/day." where AG1 shares the low price of their product as for all the needed nutrients for the body provided by their solution, the customer pay just 3USD/day. 

3- Highlight experts trust

AG1 frequently sends emails emphasizing the benefits and the unique feature of their product, backed by strong social proof from renowned neuroscientist and podcaster, Dr. Andrew Huberman. In these emails, he is introduced as a loyal, long-time consumer of AG1, with his testimonial typically placed right after a section highlighting the benefits - especially the claim that one daily scoop of AG1 provides all the nutrients the body needs. 

Here are two emails featuring testimonials from Dr. Andrew Huberman:

They use a similar strategy on their landing pages, often featuring a section showcasing testimonials from health experts and athletes who are introduced as consumers, such as Dr. Andrew Huberman, Allyson Felix, and Sir Lewis Hamilton. These experts emphasize the all-in-one supplement benefit in various ways. These testimonials are placed right after consumer reviews, which also highlight the same AG1's key feature.

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Promote your subscription with long term proven results & testimonials

To promote their subscription, AG1 often sends emails sharing study results on the impact of their product on various consumers, along with their testimonials. These results are always shared for 30, 60 and 90 days of consumption encouraging email readers to join the program. Regarding their research stats for the same three periods are also highlighted on most of their landing pages.

If you offer a subscription-based product, this is a good tactic to apply. You may succeed in gaining loyal customers for at least the minimum period of time your shared studies claim to achieve or start showing good results.

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Use Personalized Ads and Landing Pages

AG1 employs a strategy of delivering personalized ads tailored to the audience, the product, or specific body parts or functions.

For the audience, they create ads aimed at different groups, such as dads, moms, parents, female parents, runners, influencers, etc.

They also run ads focused on key health aspects like immunity, as well as ads highlighting the product's features, such as taste, which is crucial given its daily consumption.

Then, in the corresponding landing page, the first title recalls the targeted audience or the focus of the ad.

Here, you have examples of ads and their corresponding landing page targeting dads:

Other examples of ads and their landing page where they target just female parents:

In the first ad, there's a picture of a woman drinking AG1, with a reference to parents in the text, clearly targeting female parents. The second ad highlights, through the text, beauty and skin benefits, along with increased energy - key concerns for many moms who juggle work, household duties, and caring for their children.

On the landing page, the first section targets the audience with an image of both parents with their child, focusing particularly on the mother interacting with her child. The accompanying text emphasizes the benefit of increased energy, addressing one of the most important needs for most moms.

One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 70 on https://athleticgreens.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.

In today’s competitive markets, we believe that benchmarking is key, as it allows you to deploy your marketing efforts more efficiently. This is why we built this library.