A Direct-to-Consumer Marketing and Communications Proposal
Zion Health has identified Clay Dry deodorant as its strongest opportunity for direct-to-consumer growth.
Currently, the majority of Zion Health sales are generated through retail and wholesale distribution channels, while direct consumer sales represent a much smaller percentage of overall revenue. Clay Dry has already demonstrated strong consumer appeal, making it an ideal product to lead a direct-to-consumer growth initiative.
The objective of this proposal is to create a recognizable, shareable, and scalable content platform that increases awareness of Clay Dry, grows Zion Health's social media audience, strengthens customer relationships, and ultimately increases direct-to-consumer sales.
The three sample videos included with this proposal represent the beginning of a larger marketing, communications, and brand-building strategy designed to help Zion Health create an engaged consumer audience around Clay Dry and eventually expand that audience across the entire Zion Health product line.
Why Clay Dry?
Everyone has armpits.
Everyone experiences sweat, odor, heat, confidence concerns, or frustration with deodorant products.
Yet very few brands are creating entertaining, memorable conversations around armpits themselves.
This creates an opportunity for Zion Health to own a unique space in the marketplace.
Rather than leading with traditional product advertising, Zion Health can build a community around relatable experiences, humor, product testing, education, and authentic storytelling.
initial launch concept:
The armpit ambassador
The campaign begins with a simple observation:
People talk about their hair.
People talk about their skin.
People talk about their teeth.
Nobody talks about their armpits.
This video introduces the concept of becoming Zion Health's unofficial "Armpit Ambassador."
As part of the series, a side-by-side deodorant test is conducted using a traditional clinical deodorant on one side and Clay Dry on the other.
The audience follows the results while participating in an ongoing conversation about odor, sweat, confidence, and natural alternatives.
zion health
Consumers follow the experience and results. The creator becomes the audience's "Armpit Ambassador" and product tester.
"My Armpits Smell Hot"
After using Clay Dry, the Armpit Ambassador makes an unexpected discovery:
"My armpits smell hot."
The phrase is intentionally unusual, memorable, and conversation-starting.
The concept explores the humorous question:
“Can armpits actually be hot?"
This video creates curiosity, encourages engagement, and opens the door for product education and customer participation.
Hot Armpit Confidence
The video begins like a traditional fitness or confidence post.
The creator admires a strong bicep and celebrates personal fitness.
Then comes the twist.
Instead of focusing on the bicep, attention shifts to the armpit.
The creator reveals that what they're really excited about is having hot-smelling armpits thanks to Clay Dry.
The video reinforces the recurring campaign themes:
"My armpits are hot."
"My armpits smell HOT."
"Experience the Clay Way."
Together, these videos establish a recognizable personality, recurring catchphrases, and a content platform that can evolve into product education, customer stories, livestreams, social engagement campaigns, and broader Zion Health brand storytelling.
Beyond the Videos: A Direct-to-Consumer Growth Strategy
The three sample videos featured above are not intended to be viewed as standalone social media posts.
They represent the beginning of a larger communications, marketing, audience development, and brand awareness strategy designed to help Zion Health increase direct-to-consumer engagement and sales.
The videos demonstrate a repeatable content platform built around a recognizable personality, recurring themes, consumer participation, product education, and brand storytelling.
The opportunity extends far beyond creating individual videos.
The objective is to create a consistent and recognizable consumer-facing media presence that helps Zion Health build direct relationships with customers while expanding awareness of Clay Dry and the broader Zion Health brand.
What This Strategy Includes
Strategic Communications
Developing consistent messaging that communicates Zion Health's products, values, and brand story across all consumer-facing channels.
Content Strategy
Creating recurring content series that educate, entertain, and engage consumers while supporting business objectives.
On-Camera Talent
Providing a recognizable personality that consumers can follow and connect with over time.
The Armpit Ambassador concept is one example of how personality-driven content can create stronger audience engagement, higher recall, and increased sharing.
Video Production
Concept development, scripting, filming, editing, and publishing content optimized for social media consumption.
Cross-Platform Distribution
Adapting content for TikTok, Instagram Reels, YouTube Shorts, Facebook, website content, email marketing, and future platforms.
Community Building
Creating ongoing conversations with consumers through comments, livestreams, customer stories, user-generated content, and audience participation.
Product Education
Transforming product features into engaging stories that help consumers understand why Clay Dry is different and why it works.
Direct-to-Consumer Growth
Supporting Zion Health's objective of increasing consumer awareness, audience engagement, and direct-to-consumer sales.
Creating the Conditions for Viral Growth
One of Zion Health's goals is to expand consumer awareness and create content with strong sharing potential.
The concepts demonstrated in the sample videos are intentionally built around characteristics commonly associated with viral social media content:
Unexpected hooks
Humor
Curiosity
Relatability
Recurring catchphrases
Strong audience participation
Memorable personalities
Easy-to-share concepts
The Armpit Ambassador platform is designed to create ongoing conversations rather than isolated advertisements.
When consumers comment, share, participate, create responses, or reference recurring campaign themes, the opportunity for organic growth increases significantly.
While no marketing strategy can guarantee viral success, consistent publishing, audience engagement, strong storytelling, and memorable content significantly improve the likelihood of expanding reach and attracting new audiences.
Why This Matters
Many companies create content.
Few companies create an audience.
An audience becomes a long-term business asset.
The goal is not simply to generate views.
The goal is to build trust.
The goal is not simply to create followers.
The goal is to create customers.
The goal is not simply to promote Clay Dry.
The goal is to create a pathway that introduces consumers to the broader Zion Health brand and the Experience the Clay Way philosophy.
Clay Dry serves as the launch product because it already performs well with consumers and provides a natural entry point for engaging, personality-driven content.
As the audience grows, Zion Health gains the opportunity to introduce consumers to additional products, educational content, wellness topics, customer stories, and future product launches.
The Custom Newscaster Difference
Custom NewsCaster combines strategic communications, journalism, storytelling, social media strategy, video production, editing, audience development, and on-camera talent into a single integrated service.
Rather than hiring separate vendors for strategy, content creation, production, editing, publishing, and brand storytelling, Zion Health gains a consistent partner responsible for developing and executing a unified direct-to-consumer communication strategy.
The result is a scalable audience-building platform designed to increase visibility, strengthen customer relationships, support viral growth opportunities, expand direct-to-consumer sales, and build long-term brand value.