Digital Strategy:
Launching a New Supplement in a Saturated Market
Industry: Probiotic, CPG
Channel: Social Influencer
December 2022 - February 2023
The Challenge: Our client, a leading daily probiotic brand recognized by pharmacists, faced the daunting task of introducing a new digestive and sleep support supplement in a saturated market. Competing against well-established brands like OLLY, Natrol, and Peptiva, the challenge was not only to drive awareness but also to educate consumers and encourage trial for the new product.
Winning Approach: We devised a strategic plan, recognizing the constraints of a smaller budget. To maximize the investment, we recommended an influencer program on Instagram and TikTok as a key element of the launch strategy. Leveraging the power of influencers, we aimed to create buzz, generate interest, and build credibility for the new SKU. The selection process for influencers was meticulous, focusing on factors such as age, interests, content type, and follower size to align with the brand’s diverse target audiences. Emphasizing a robust vetting process, we identified micro-influencers who, despite having smaller followings, demonstrated exceptional engagement and content quality.
The Results
$246K
Earned Media Value
100%
Positive Sentiment
+800%
Engagement Rate
17K
Social Engagements
-90%
Cost Per Engagement
3.1MM
Impressions
+40%
Reach
769K
Video Views
Key Insights: The success of the campaign can be attributed to the careful selection of influencers aligned with Florastor's target audiences. By leveraging micro-influencers who demonstrated strong engagement and content quality, the campaign created a genuine buzz around the new supplement. The approach not only maximized the impact of a smaller budget but also fostered authentic connections with consumers.