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
Two Best Friends, One Simple Answer
Jessy and Steph were exhausted the way a lot of us are, not from one thing but from trying everything. Every diet, every trend, every piece of conflicting wellness advice. Somewhere in that noise they found colostrum: nature's first food, used for generations, often overlooked. Not a new discovery. An old answer to a question we'd made way too complicated.
Launched in December 2023, Cowboy Colostrum is a bicoastal wellness brand inspired by Western culture, grit, resilience, and a deep connection to nature. They wanted to build something warmer and more inclusive than the sterile, overly polished wellness space most of us have grown exhausted by.
"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-Founder"It's raw, real, and straight from the farm. Colostrum as a humble, functional food that comes straight from the cow and feels deeply connected to the land."
Steph Stoikos, Co-FounderAnd it's working! Yes, selling the product matters. But the stronger play is continuing to build a world people want to belong to. Let me walk you through what that world looks like and how to build it!
Best Colostrum Powder — named alongside the Sofia Richie Erewhon collab. Praised as grass-fed, hormone-free, first-day milking, and pasteurized at low heat to preserve nutrients.
Already Doing So Much Right!
Nostalgic campaigns are your top-performing content, the community shows up hard, and your partner instincts with Alec's, Pura Vida, Pure Doe matcha, and Toto Cookies are genuinely good! Here's where I see the biggest room to grow.
- Nostalgic campaigns perform!Already proven, the audience wants more of this consistently.
- Smart, fun collabsAlec's, Pura Vida, Pure Doe, Toto Cookies are aligned and genuinely good for awareness.
- Community activations!The ice cream truck and pop-ups bring the brand to life in a way most supplement brands never do.
- Educational carousel graphics"Quality Starts at the Source" is ownable and trusted!
- A loyal communityPeople already show up hard. The foundation is strong.
- Build hype before, during, and afterStrategic launch timeline that builds real anticipation.
- More founder-facing content!Jessy and Steph's voice is the brand's strongest asset and it's underused on the grid.
- Strategic partnershipsExpand into wellness, sport, retail, and beauty.
- Creator duosSister and best-friend pairs with built-in audience trust.
- A recurring athlete seriesSomething people recognize the brand for every week.
The Hype Playbook: Before, During & After
Using a new product drop like Strawberry Colostrum as the example!
Short teaser campaign clips (5 to 10 seconds, no reveal yet). "Something is coming" energy on Stories and TikTok. A color, a texture, a hint. Build the curiosity before you feed it!
Community-first gifting to select creators and loyal followers. Brand activation teaser. Influencer unboxings start going live!
Full campaign video drops across IG and TikTok. Stories countdown. Founder Live Q&A answering community questions in real time!
UGC from real customers, amplified and reposted. Behind the scenes from the campaign shoot. A dedicated "making of" video for every product. Every product deserves this!
Brand Partnerships!
Athlete Partnerships!
Women's western and outdoor sports is one of the fastest-growing spaces in brand marketing right now and almost nobody has claimed it at this level yet!
Creator Partnerships!
The brand was started by two best friends! Creator duos echo that story naturally!
The Athlete Series: "Why They Started"
A recurring series for real competitive athletes, not wellness creators who work out. The story here is about what the sport demands of the body, the physical cost, the mental grit, and why fueling and recovery actually matter. Each episode asks: why did you start, what does this sport take from your body, and what does being in nature or competition give back? Shot on location where they actually train or compete!
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. And the founder story hits home personally too. I've struggled with gut health myself, gotten advice from a dozen directions, and felt that exact overwhelm Jessy and Steph started this brand to solve. I'm not just excited about it. I get it, from the inside!
Social-first point of view
Brand identity, content strategy, and creative direction. Not just posting, but knowing why each post belongs.
A plan for every launch
Building real buzz before, during, and after. Teasers, sneak peeks, live Q&As, then UGC to carry it forward.
Hands-on content creator
I shoot, edit, and post my own work end to end. Eager to collaborate with your social team on building and shaping the content calendar!
Performance instinct
Three years in paid social means I know what actually makes people stop and engage, not just what looks nice.
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
