üM FUNCTIONAL MUSHROOM BEVERAGE in ENCINITAS
DRINK ÜM
ÜM is a functional mushroom beverage company founded in Encinitas, California, focused on redefining wellness through intentional, elevated ingredients. The brand offers carbonated drinks infused with functional mushrooms and electrolytes to support mental clarity, sustained energy, and immune health. For I’ve created a range of videos that have been used for paid advertisements as well as featured on their Instagram and TikTok platforms. Across the content I’ve produced for them, the videos have averaged around 15K views. My approach included capturing real-time interviews with people reacting to the product, as well as sharing my own first impressions while trying new flavors. These authentic reactions help create relatable, engaging content that highlights the product while allowing viewers to experience genuine feedback in a natural way. I also helped facilitate a brand partnership by introducing DrinkÜm’s products into the studio I work at, creating an opportunity for additional exposure and content collaboration.
3 videos AVERAGED 15K views
one of the videos used for paid ad
STREET INTERVIEWS: REACTION TO ÜM!
One of the street interview videos I created accumulated over 5,200 views on Instagram and continues to grow. The concept centered around capturing real, on-the-spot reactions from people trying the product, which helped highlight the exact audience UM is targeting. By featuring individuals who aren’t directly affiliated with the brand, the reactions feel more authentic and honest. This type of content builds credibility because viewers tend to trust genuine feedback from everyday people, making the product feel more approachable and relatable.
PAID AD: REACTION TO NEW FLAVORS
I also created a personal reaction video for Drink Üm’s new flavor launch, where I shared my first impression of the product on camera. The company liked the video so much that they decided to use it for local Instagram advertisements. The video continues to gain traction and is close to surpassing 3K views. It performs well because it creates a sense of excitement and curiosity around the new flavor—my genuine, positive reaction encourages viewers to want to try the product for themselves, helping build both interest and momentum around the launch.
WHat’s the process?
Step 1: Brand & Goal Alignment
We meet to discuss your brand, clarify your goals for social media, and define the metrics that will measure success.
Step 2: Creative Direction & Content Planning
We establish a visual and content style that fits your brand, then build a clear, strategic social calendar.
Step 3: Reporting & Optimization
Each month, you receive a performance report outlining results. We review what’s working, what isn’t, and refine the strategy to ensure continued growth.
