How CURE turned social into a lifecycle channel

CURE makes an electrolyte drink mix from coconut water powder and pink Himalayan salt, based on a formula developed by the WHO. Community Manager Ruth Pferdehirt sees customers as individuals and wants to hear each person’s specific question or ask.

Doing that by hand didn’t scale. Ruth was sending templated messages with one hand while walking her dog in the morning, and again at lunch and at dinner. Without the people to handle every conversation, CURE couldn’t build the social presence it wanted.

Ruth’s fear with automation was that it would paint in broad strokes, not be customizable and not feel special. Instead, Blueberry proposes plans that the team reads through, and nothing goes out until they approve it.

The replies work with what each person shares. CURE hears from a lot of brides, grooms, and bachelorette parties. When someone writes that she’s getting married in October and having her bachelorette in Palm Springs in August, Blueberry replies that a fall wedding is beautiful and that staying hydrated makes sense for a summer bachelorette. It picks up the details instead of repeating back what the customer said.

Blueberry runs on 100% of CURE’s ads. When someone comments on a Meta ad asking what kind of coconut water powder or sodium CURE uses, Blueberry answers the question and any follow-ups, then offers a coupon code if they DM their email.

Those emails go into CURE’s Klaviyo list and drip campaign. In the best case the person buys with the coupon. Even in the worst case, CURE has started a conversation with someone who may try the product later and become a brand ambassador.