Zuum Energy
Summary
My role was to work closely with the founders to jumpstart their organic and paid channel strategy, build their ecommerce foundation, and create content that felt authentic, engaging, and impossible to ignore. From day one, the focus was on building community, testing what worked, and scaling smart.
Zuum Energy Gum is a small FMCG brand specialising in caffeinated chewing gum, targeting young Australians who need energy on the go. As a lean startup entering a competitive market, Zuum needed to establish its presence fast.
Before & After
Video Content Creation
Zuum's audience didn't want polished corporate content... They wanted real, relatable, and entertaining. I created front-facing video content featuring the founders, in-office shenanigans, and monthly challenges designed to get the audience involved. The tone was always humorous, high-energy, and authentic, leaning into the scrappy startup vibe rather than trying to look like a massive brand. From taste tests and energy experiments to behind-the-scenes chaos, every video was designed to build connection, drive engagement, and make people actually care about caffeinated gum.
Static Content
Static content became a tool for transparency and connection. I integrated monthly photo dumps and annotated carousels to keep the audience updated on business moves, product developments, behind-the-scenes moments, and team milestones. These posts felt less like polished marketing and more like pulling back the curtain. Building trust and community by showing the real work behind the brand. The approach turned static posts into conversation starters, reinforcing that Zuum wasn't just selling gum, they were building something worth following.
Paid Content
Creating scroll-stopping content is one thing... getting it in front of the right people is another. I developed and managed paid content for Meta and YouTube Shorts, handling everything from creative development to campaign execution. While also second-hand managing the Meta Business account and overseeing paid channels, I worked with the team testing different formats, hooks, and messaging to identify what drove conversions. The goal was always to maximise ROI on a startup budget, iterate quickly, and scale what worked.
