Tia Mowry and UTA founded Anser, a supplement line for "anybody and every body" to promote health and self-care to diverse audiences. In a crowded market, the brand needed to stand out and reach health-conscious and health-curious people who related to Tia's adage "self-care isn't selfish."

Tia's fans and community wanted more of Tia's bubbly attitude and wanted to understand her story and values around health and self-care, beyond just the supplement line. Anser's blog was born to provide informative, entertaining, and product/sales-based content to this audience.

Editorial and social content were developed to fit into specific content pillars: self-care, health/wellness, elevating diverse voices, and notes from Tia. All of this content was given a 360 strategy, so social linked back to the blog and the blog linked back to products. I designed the editorial strategy, wrote posts, and managed freelance writers.

The brand also needed a more vibrant personality to resonate with the audience, so we infused the language and visuals of the blog into other verticals of the company's marketing efforts, including emails, website, social, and experiential work.

The Anser blog produced 5-10 unique articles each month, which were then shared in emails and were used on social in Reels, IGTVs, and social posts. Some of these articles included informative pieces on the brand's products as well as horoscopes, pieces on hair, beauty, and sex, interviews with influencers and thought leaders including Bea Dixon (founder of Honeypot) and Adrienne Bosh, as well as pieces on Endometriosis and parenting.

When Anser launched a new product line, I wrote and edited several of the company's highest performing IG reels and posts, and I managed the launch of a special influencer gift box including items sourced from women and minority-owned businesses. When the brand launched at Target, we created another influencer gift box in the form of a vision board.