38TERA is a fiber-based gut health supplement co-created by Dr. Will Bulsiewicz and wellness expert Simon Hill. Where Dr. B's personal brand leads with personality, 38TERA called for something different: clinical, educational, and elevated but human at the root.

 

During my time at Matchstick Social, I managed all accounts as both content strategist and creator, handling everything from concept to copy to final asset. I navigated the accounts through a full rebrand mid-tenure—maintaining audience trust while repositioning the brand as a luxury supplement with serious science behind it.

 

The content strategy was rooted in one idea: bring gut health back to the human experience and gut symptoms. That meant tying the science to real life, like holiday stress, travel, menopause, bloating, anxiety, brain fog—the everyday moments where your gut is quietly doing a lot of heavy lifting. We covered emerging research, stayed current on trending topics in the gut health sphere, and tackled harder topics like glyphosate without losing the approachability that makes the brand work.

 

Credibility was a through line. 38TERA earned NSF Certified for Sport status during this time, and we leaned into third-party testing, transparency, and proof over promises. User testimonials and real stories grounded the more clinical content and reminded the audience that behind the supplement is an actual result.

 

The goal was always the same: position 38TERA as the supplement that takes gut health seriously, without making you feel like you need a medical degree to understand why it works.