A World Class Content Operation: How JSHealth Uses MagicBrief to Drive Their Winning Content Strategy

JSHealth Vitamins, founded by Jessica Sepel in 2018, has become a major player in the wellness industry, renowned for its high-performance vitamins and supplements. What began as a personal health blog during Sepel’s nutrition studies blossomed into a brand that now sells a bottle of vitamins every 10 seconds globally. Jessica’s journey, marked by her struggles with body image and a deep commitment to holistic health, laid the foundation for JSHealth.

A quick scroll through their social media and ad library makes one thing clear: JSHealth is a powerhouse at content creation. Their feed effortlessly balances educational posts, eye-catching product visuals, and authentic UGC, showcasing why the brand has soared in eCommerce and beyond.

I caught up with Jessica Horgan, Head of Marketing for AU & UK/EU, to delve into how their team brings this dynamic content strategy to life.

“We have a very rhythmic approach to our marketing—constantly testing, pausing what doesn’t work, and doubling down on what does… The fact that MagicBrief gives you those creative performance insights in such a digestible way is invaluable for us” - Jessica Horgan

Marketing Challenge:

As the JSHealth Vitamins brand expanded rapidly, managing the efficiency of their performance marketing and creative processes became increasingly challenging. With frequent product launches and promotional campaigns alongside a growing team, it was clear that a more streamlined process was necessary for their marketing operations to run smoothly.

Running a TGA approved supplements company also creates added complexity - as creative assets not only need to be consistent with their brand messaging, but they also need to maintain regulatory compliance across the board —all while keeping up with the fast-paced demands of the market.

Before MagicBrief, JSHealth Vitamins’ in-house team were trying to coordinate this cross-functional effort without a centralised system, which often led to inefficiencies and missed opportunities to uncover helpful insights.

“I would highly recommend MagicBrief to any business owner or market that finds it difficult to manage the creative burden. It literally serves you inspiration like Pinterest and acts as a centralised place for the team to  jump in and understand creative performance in a user friendly way.”

Key Wins with MagicBrief

1. Making Data Accessible for Creative Teams

MagicBrief has significantly improved JSHealth’s ability to integrate data into their creative process. They currently have an in-house creator, and while this is not a traditionally analytical role, MagicBrief has enabled her to dive into performance data about her content performance in a way that Jess says is “far more user friendly and intuitive for creatives to navigate rather than getting [the creator] access to ads manager”. Making this data accessible ensures that more  creative decisions are backed by data, leading to better-performing campaigns.

2. Streamlining the Ideation Process

For a brand that frequently launches new products and runs various promotions, having a streamlined ideation process is crucial. MagicBrief’s Inspire section has become a vital tool for JSHealth, enabling the team to quickly gather and organise creative inspiration. For example, when preparing for the relaunch of their protein bars, Jessica and the team used MagicBrief’s AI search to find hyper-relevant content ideas and save them into collections that could be easily referenced throughout the campaign. This capability allows JSHealth to maintain a high level of creative output while ensuring that their content style remains consistent and on-brand.

3. Enhancing the Creative Feedback Loop

MagicBrief has also played a critical role in improving the feedback loop within JSHealth’s overall marketing operations. By providing clear and actionable insights, the tool helps the team quickly assess what creative is working and what isn’t, allowing them to make real-time adjustments inside their ad account. This iterative process is essential in a fast-paced industry where agility and responsiveness are key to success.

"We are looking at it [MagicBrief] a lot, especially during content performance reviews, which ensures that the team continuously refines and optimises their creative approach to ads.”

Favourite MagicBrief Feature: Inspire

”For me, it’s the Inspire section, I am absolutely obsessed with it. The keyword search is really easy and helpful… I just love the fact you can create those folders to refer back to.

On the Future of Performance Marketing

Looking ahead, Jess recognises the increasing importance of balancing short-term performance marketing goals with long-term brand building. As performance marketing becomes more costly, the brand sees the need to play both the short game—focusing on immediate sales—and the long game, which involves deeper brand storytelling and building lasting customer relationships through their content.

The JSHealth Vitamins team are committed to maintaining the authenticity and trust that have become the hallmarks of JSHealth, believing that these qualities will continue to set them apart in the competitive wellness market - you can shop their range at jshealthvitamins.com

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