Social Strategy & Content Ideas
Nature's Original Superfood 🐄 · First-day milking colostrum · Whole and unstripped · Calves fed first
in the U.S.A.
Milking
Fed First
at the Source
Liquid Gold, The Way Nature Intended
Jessy and Steph were tired of the noise, not from one thing but from trying everything. Somewhere in that exhaustion they found colostrum: nature's first food, the same thing every mammal produces at birth, used for generations and quietly overlooked. Not a trend. An old answer we had all made too complicated.
"A lot of wellness can feel sterile, overly scientific, and disconnected. With Cowboy Colostrum, we introduced something warmer. It naturally attracted the right audience because it felt inclusive."
Jessy Shenfeld, Co-FounderLaunched in January 2024, they landed in Erewhon within their first month and were featured in Sofia Richie's viral Sweet Cherry Smoothie. What followed is not hard to understand: they built something warmer, more honest, and more human than anything else in the wellness space. They showed up in real places with real people and let the community do what no paid campaign can replicate.
What comes next is continuing to create content that makes people feel truly part of the brand's world, where buying the product is almost secondary to belonging to the life it represents. The woman who finally feels good in her body. The barrel racer recovering smarter. The new mom who found colostrum before her baby arrived. Those are the stories that close that gap. That is the work I want to be part of.
What's Working, What's Next
- Strategic brand partnershipsAlec's, Pura Vida, Pure Doe matcha, Toto Cookies, values-aligned collabs that drive real awareness and feel genuinely on-brand.
- Campaign videos that lean nostalgicSimple living, real moments, community-first energy, this content performs because it reflects the brand's actual values.
- Community activationsThe ice cream truck and pop-ups bring the brand into real life in a way most supplement brands never attempt.
- Educational carousel graphics"Quality Starts at the Source" is ownable, trusted, and doing real work building credibility.
- Affiliate and influencer programWord-of-mouth is already being scaled through a structured affiliate program, a strong foundation to build on.
- Product launch content strategyBuild excitement before, during, and after every launch, not just an announcement on drop day.
- More founder-facing contentJessy and Steph's voice is the brand's strongest asset and it's underused on the grid right now.
- Strategic partnership expansionInto wellness, sport, retail, and beauty, and with creators who already live this world.
- A recurring athlete seriesA consistent format people recognize as distinctly Cowboy Colostrum.
Product Launch Content Strategy
What I would do: Build a content timeline around every new launch that creates real anticipation, using Strawberry Colostrum as the example.
Short teaser clips, 5 to 10 seconds, no reveal yet. A color, a texture, a hint. "Something is coming" energy across Stories and TikTok.
A community-centric brand activation: a dairy farm ice cream truck drop, a Cowboy Pilates event, a wellness pop-up. Creator and loyal follower gifting goes out. Reposts and Stories from recipients start building the moment organically.
Live Q&A with Jessy and Steph answering real community questions. Saved to feed. Story Q&A sticker collecting questions to answer at launch.
Full campaign video across IG and TikTok. Stories countdown. The moment everyone has been building toward.
UGC from real customers, amplified and reposted. Behind the scenes from the shoot and the activation. A dedicated "making of" video for every product: where it comes from, how it's sourced, why it matters.
Brand Partnerships
Strategic partnerships are one of the most powerful ways to grow, and one of the most fun. They extend reach, introduce Cowboy to exactly the right new audience, and support other brands building in the same space. Here are a few I see as a natural fit across current and new categories.
Athlete Partnerships
Women's sports is one of the fastest-growing and most underserved spaces in brand marketing right now. According to Deloitte, global women's sports revenue is projected to reach $3 billion in 2026, a 340% increase in just four years, with commercial sponsorships leading the growth. Brands that move early into this space are building relationships with a deeply loyal, values-first audience at a fraction of the cost of traditional sponsorships. For Cowboy Colostrum, whose audience is majority women, this is not just a cultural opportunity. It is a strategic one.
Creator Partnerships
The brand started with two best friends. Creator duos echo that story naturally. Health, wellness, and lifestyle creators who already live this way make the most authentic partners.
Beyond duos, there is a real opportunity to work with wellness creators across different stages of life, from women in their early twenties building their health routines, to those navigating pregnancy and motherhood, each with a genuine and evolving relationship with colostrum. The story changes by stage of life, and so does the reason someone reaches for it.
"Built for Every Day", Women's Athlete Series
A consistent, recognizable series, like AG1's "First Thing", that people come to know as distinctly Cowboy Colostrum. Focused on women in competitive sport: bull riding, barrel racing, surfing, rodeo. Each episode is rooted in what the sport demands of the body and how fueling and recovery actually matter. Questions that go deep: how did you get started, what goes through your mind before a competition, what has riding taught you about life, and how does colostrum support what you put your body through every day. This is athlete storytelling, not wellness creator content. Two very different things.
One Strategy, Three Jobs
Use Instagram and TikTok together to move people from discovering the brand all the way to believing in it!
Goal: get seen and remembered. Teaser campaigns, nostalgic content, community events, founder moments, and big campaign drops. Get people excited before they even know why!
Goal: build trust and connection. Live Q&As answering real community questions, science carousels explaining what the product actually does, athlete stories, and creator partnerships that feel genuine.
Goal: turn believers into buyers. UGC from real customers, behind the scenes, "making of" product content, taste tests, and honest reviews. This is where people stop watching and start buying!
IG vs TikTok: Same Brand, Different Energy!
They're telling the same story, just in two different voices!
- Polished brand campaign content (photo + video)
- Stories for daily touchpoints and casual moments
- Live Q&As especially around launches and new products
- Graphic carousels explaining science and health benefits simply
- Long-cut campaign videos and beauty-forward product moments
- Raw, first-person, founder-forward content
- Community activations and pop-ups caught live
- Behind the scenes and bloopers from campaign shoots
- Brand personality, comedy, trend-responsive cuts
- Short teaser drops and product reveals
East Meets West, Just Like the Brand
I went to school at Clemson and now live in Austin, so I've genuinely lived both halves of this brand's world. The founder story also hits home personally. I've struggled with gut health, gotten conflicting advice from every direction, and felt that exact overwhelm Jessy and Steph built this brand to cut through. This isn't just a role I'm excited about. It's one I understand from the inside.
The Social Media Coordinator role is about owning day-to-day execution across Instagram and TikTok, and I'd bring more than just the ability to post consistently. I'd bring a clear point of view on why each piece of content belongs, a creative instinct for what stops someone scrolling, and a performance background that tells me what's actually working and why.
Content creation across every launch
Helping plan and execute content for every new product launch across IG and TikTok, from teasers through post-launch UGC.
A clear content point of view
Brand identity, creative direction, and platform-specific thinking, not just posting, but knowing why each post belongs and what it's trying to do.
Hands-on creator
I shoot, edit, and post my own content end to end. Comfortable collaborating with your social and creative team on the calendar and beyond.
Performance instinct
Three years in paid social means I know what makes people stop, engage, and convert, and I can bring that analytical lens to organic content decisions.
STRAWBERRY MILKSHAKE CONTENT EXAMPLES
Graphics Made By: Haley Grecsek
MORE CONTENT EXAMPLES
