Marketing management for Catlion brand.
The Belgian brand Catlion specializes in meal replacements designed for weight loss. The concept is simple: replace two meals a day with a Catlion product—whether it’s a meal, shake, or bar—while maintaining one healthy meal. Beyond the products, Catlion offers support through digital communities, expert tips, and a tracking app to help users stay on course. My role involved creating promotional campaigns, managing influencers, and optimizing e-commerce performance.
Year
2021-2022
Expertise
Brand Management, E-commerce management, Website optimisation, Landing Page Creation, Photoshooting, Influencers campaign management.
Sector
Food and Health
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01
Challenge
A double challenge from a marketing perspective:
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Optimizing E-Commerce – Refining website copy, structure, and sales funnel to enhance navigation and boost conversions.
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Revitalizing Influencer Campaigns – Identifying and launching new influencer strategies at a time when overall engagement was critically declining.
02
Solution
After a full website audit and close collaboration with the design team, we optimized the e-commerce for a smoother user experience and higher conversions. We organized multiple photoshoots to make the meals look more appetizing and launched a positioning campaign to refine Catlion’s audience. The focus? Women juggling a fast-paced life, whether balancing a career and motherhood or simply struggling to find time for themselves.
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03
Influencers Campaign
The biggest challenge with influencer marketing was a growing lack of credibility—many influencers promoted anything and everything, losing their audience’s trust. Our goal was to find authentic, highly relevant influencers who truly resonated with our target audience, including young moms.
For a weight-loss product, results matter—so we focused on building long-term partnerships with influencers who genuinely believed in Catlion and used it in their daily lives. This way, they could prove its effectiveness to their communities, making endorsements more credible and impactful.
We sought authentic brand ambassadors, like Caroline Costa—a beloved young mom genuinely using Catlion. To ensure lasting partnerships, we set a minimum ROI of 3 in the first month.
As part of our positioning campaign, we produced a commercial aired on French and Belgian TV channels.
04
Results
Profit milestone - Led the startup to its first profitable month under new marketing strategy.
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