WillPowders is a UK wellness and nutritional supplement brand founded in 2021 by Davinia Taylor and her partner Matthew Leyden.
Davinia is a former Hollyoaks actor, bestselling author and wellness influencer. She has become well known for talking about metabolic health, nutrition and “biohacking”, giving the brand a strong founder-led presence.
They sell products including:
- Collagen and protein powders
- Electrolytes
- MCT oils and keto creamers
- Creatine
- Bone broth products
- Vitamins, minerals and nootropics
- Products positioned around weight management, hormones and cognitive performance
Their positioning is broader and more lifestyle-led than a conventional sports nutrition company. The brand focuses on “real ingredients”, ingredient provenance, metabolic health, energy and avoiding ultra-processed products. Their tone is bold, humorous and occasionally provocative, with Davinia acting as the recognisable face and educator.
The brief
WillPowders were in the middle of restructuring their marketing and social media teams. Going through a huge period of growth in summer 2026, they requested my support from an influencer management perspective.
The strategy
Whilst the company had previously worked with creators and influencers, they didn’t have a system and processes set up to do so at scale.
I created a bespoke CRM database for them containing 100+ influencers and content creators who could be gifted branded WillPowders products.
You can take a look at the CRM database here.
Each individual was chosen because they ranked highly on TikTok and Instagram for the keywords related to WillPowders’ products (eg. collagen, protein, etc).
Working with them would ensure our content ranked highly (presuming the content itself was also of a good standard). It also meant our creators would already be familiar with the concepts and ingredients contained within the products.
Following a new, streamlined approvals process, I then established relationships with numerous of these influencers, who then created content around the gifted products.
The results
- 50+ individual pieces of content created for use across organic and paid social channels
- Creation of a new CRM database
- Creation of a new briefing form and influencer sign-up process
- Production of new brand reporting templates
