Number One Living
Rugby Legend Jonny Wilkinson's Healthy Drinks brand
Services
Meta
TikTok
Sector
Health Drinks
Results
Sales + 66% YoY
Summary
One Living, founded by rugby legend Jonny Wilkinson, creates wellness-focused drinks crafted to support health and vitality.
Our role was to leverage Jonny’s personal brand to build awareness and drive sales through targeted Meta and TikTok campaigns. By combining engaging video content and precise audience targeting, we successfully highlighted Jonny’s connection to the brand, captured attention, and boosted online sales—solidifying One Living as a rising star in the wellness drinks market.
The Brief
To address One Living’s brief, we began by analysing their customer data and audience insights, ensuring our strategy was grounded in evidence. This allowed us to develop a precise targeting approach to reach rugby fans and health-conscious consumers.
We ran two distinct Meta campaigns: one to raise awareness of Jonny Wilkinson’s connection to the brand, leveraging his influence and personal story, and another to drive direct sales of their kombucha range. Alongside this, we launched a TikTok campaign to build the brand’s presence on the platform, using engaging, trend-driven content to connect with a younger, wellness-focused audience.
Collaborating closely with their brand team, we held creative ideation sessions to ensure the content output aligned with their vision. This combination of data-driven targeting and creative storytelling helped elevate One Living’s profile and support their growth objectives.
How did we help?
A unique aspect of their vision was the desire to cut through to a rugby-focused audience—a demographic that aligns with Jonny’s legacy and the brand’s ethos of health, performance, and vitality. Unlike competitors in the wellness drinks space, One Living aimed to blend their premium, wellness-first positioning with content that resonated deeply with rugby fans and health-conscious consumers alike.
They tasked us with creating and executing a Meta and TikTok advertising strategy that would:
Highlight Jonny’s personal connection to the brand.
Appeal to the rugby community while broadening reach to a wider health-conscious audience.
Drive online sales and build long-term brand equity.
This combination of targeted storytelling and audience segmentation set the stage for a campaign designed to stand out in a competitive market.
Meta
On Meta, we implemented a two-pronged approach to achieve One Living’s campaign objectives: building awareness of Jonny Wilkinson’s tie to the brand and driving sales of their kombucha drinks.
Our strategy relied on short-form, engaging content that showcased Jonny in action—captivating visuals of him kicking rugby balls interwoven with moments of him enjoying One Living’s drinks. This content not only reinforced the connection between Jonny and the brand but also resonated with rugby enthusiasts and health-conscious audiences alike.
Using Meta best practices, we:
Optimized for Engagement: Designed content for thumb-stopping impact, leveraging bold visuals, concise messaging, and a clear call-to-action to maximize engagement.
Employed Dynamic Ads: Used dynamic product ads to retarget warm audiences, driving direct sales through personalized content based on user behavior.
Segmented Audiences: Utilized One Living’s customer data to create custom audiences, including rugby fans, Jonny’s fanbase, and wellness-focused consumers, alongside lookalike audiences to expand reach.
This approach ensured we effectively captured attention, built strong brand associations, and achieved measurable results across awareness and conversion goals.
TikTok
For TikTok, our primary objective was to establish a presence and build valuable data for One Living on a channel they had yet to fully explore. We crafted a campaign focused on engaging, native-style content that showcased the brand’s vibrant personality and Jonny Wilkinson’s connection to it.
Our approach included:
Authentic, Short-Form Content: Leveraged TikTok trends and informal storytelling to create videos of Jonny interacting with the product, including moments like him sharing wellness tips, enjoying One Living drinks, and playful nods to his rugby legacy.
Experimentation with Ad Formats: Tested a variety of TikTok ad formats, including In-Feed Ads and Spark Ads, to understand what resonated most with the target audience.
Audience Development: Focused on driving engagement with younger, wellness-oriented TikTok users while collecting data to refine targeting and inform future campaigns.
Building Brand Personality: Ensured the content felt organic and relatable, aligning with TikTok’s casual and trend-driven culture.
The Results
Over the past year, we've achieved remarkable growth across the board, with website traffic surging by 161%, sales increasing by 66%, and revenue climbing 45% year-over-year. These results highlight the effectiveness of our strategies in driving measurable success for our clients.
+161% YoY
YoY Site Traffic
+66% YoY
Sales
+45% YoY
Revenue
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We worked with Taller Digital on all things Digital Marketing and are breaking records already! They're knowledgeable, friendly and know their stuff.
Freddie - Head of Marketing
A Word From The Team
Working with One Living was an honor and a thrill. Bringing Jonny Wilkinson’s vision to life and sharing his passion for wellness made this campaign truly special. We’re proud to have helped grow a brand led by such an inspiring legend.
