OptiBac Probiotics tasked us with cutting through the winter health noise and getting the nation talking about the importance of a healthy gut to help boost immunity and stay well during the colder months.
Working with the brand’s gut microbiologist, Dr Kate Stephens, we created the #WinterProof guide offering consumers tips to maintain a healthy gut. The guide also included an easy reference product info card to educate people on the benefits of probiotics for immunity.
Leveraging PUNCH, our proprietary social listening tool, and daily media monitoring we proactively targeted journalists, influencers and celebrities who were feeling under the weather with our branded #WinterProof mailers containing the guide, products from the OptiBac range and other winter wellness goodies. The campaign was underpinned with a nimble ‘always on’ press office to generate product coverage and expert comment in winter health features during a highly competitive period.
We generated 23 pieces of media coverage with a massive reach of 230 million – 100% were positive in sentiment. Our influencer marketing strategy saw ten influencers post editorial content adding a further 220,000 to the reach total.