About

Baja Gold Salt Co was a brand new venture for its parent company Sea Agri Solutions. Their original company, Sea-90, creates an agriculture product made of mineral sea salt from Baja, California. Due to fertilizers, heavy rains, etc, there has been a depletion of minerals in our soil which can be reintroduced through mineral sea salt. The typical salt you see on our dinner table is iodized salt, which is almost entirely made of sodium chloride (that’s the stuff that’s bad for you if you have too much). Whereas mineral sea salt that is created by dehydrating sea water in retention ponds has a sodium chloride content of around 70% – this means the other 30% is made up of minerals like magnesium, potassium, etc. 

The Sea-90 product was such a hit that customers asked if it was safe to consume. While the answer is technically yes, the agriculture product would need to go through FDA testing and have different packaging processes in order to be legally made food safe. This is how Baja Gold Salt Co was born! At the time they were onboarding with Joybyte, a competitor company named Celtic Sea Salt had gone viral from a single video where the product is recommended by Dr Barbara O’ Neill. This video sold out of all their product and Baja Gold wanted to maximize on the mineral sea salt trend.

The Challenge

When we onboarded Baja Gold Salt Co, we knew we needed to launch all social channels from scratch as well as try to capitalize off the current momentum brought on by the competitor brand, especially while they were still out of stock and we could show the already-captive audience that Baja Gold is a superior option based on mineral contents. Additionally, we needed to educate the audience about the benefits of mineral sea salt and separate ourselves from the stigmatized but widely-used sodium chloride brands.

Our Solution

Our initial strategy for organic social, since we were launching all accounts from scratch, was to lay down a foundation based in education about the product as well as the benefits of mineral sea salt and why Baja Gold is the science-backed superior option. On the ambassador side, we began with diverse personas and found early success with food and recipe creators. We later pulled away from this content because we received enough posts to use on organic, which allowed us to shift into new personas like athletes, NIL (name, image, and likeness), and Amazon creators. As we continue their strategy, we are focusing on athletes and recovery, the benefits of hydration, and how Baja Gold Salt Co can help. Baja Gold has seen some incredible results so far, including completely selling out their own inventory on Amazon due to increased demand, a 734% increase in follower growth, and a 5.8x ROI.