Blackmores

Leverage influencer partnerships to drive mid-funnel consideration for Blackmores Immunity Winter Campaign.

Social Soup embarked on a transformative influencer marketing campaign with Blackmore to increase consideration of its hero immunity products in the lead up to the cold and flu season. There was a clear opportunity to support Blackmores brand campaign with engaging long-form video content to drive education. The solution was an exceptional creator marketing campaign that leveraged five strategic influencer partnerships.

5.54M
Total Reach

6%
Engagement Rate Average

8,500
Website Visits

Objectives

In the lead up to the winter cold and flu season, Social Soup embarked on a campaign aimed at inspiring ‘Immunity Seekers’ (25-44 years) to invest in their wellbeing by building consideration and engagement with Blackmores’ hero immunity products, Bio C® 1000 and Daily Immune Action.

Approach

The power of influence was harness across two product-focused activations by partnering with five carefully chosen Macro Creators, each representing a distinct segment of the target audience and tasked with producing engaging and relatable content which showcased how Blackmores Bio C products allow them to “protect their unmissable moments”. This supported the TVC and brand creative, while ingeniously highlighting how Blackmores Immunity products empower consumers to protect their special moments, ensuring the campaign resonated on a personal level with the target audience.

 

The Content:

Meticulous creative planning and creator selection led to the delivery of bespoke content unique to each influencer and their own vertical. A millennial comedian, a busy mum of two kids, a TV personality turned outdoors adventure fanatic, a mental health and wellbeing advocate and a down-to-earth radio host, each chosen for their genuine appeal and reflection of Blackmores brand values, used their unique storytelling style to effortlessly integrate the products within content. Resulting in a diversity of original content strategies, ranging from skit-led comedic content to adventure-packed narratives

The Results

We significantly elevated brand awareness and consideration amongst Immunity Seekers, exemplifying the power of creativity and strategic planning.

 

Awareness:

Exceeded 4,420,000 KPI with a total unique reach of 5,539,716, effectively building awareness of Blackmores Bio C products.

 

Consideration:

  • Successfully achieved long-term engagement and strong consideration:
  • Engagements: Achieved 239,000+ social engagements, 138% of 173,000 KPI. This led to a 6% average engagement rate, well above the benchmark 1.8% (health wellness industry average). Our best performing creator achieved a 19% engagement rate.
  • Long-Form Views:
    • Highest ever video completion rate of 0.88% (0.22% KPI).
    • 32,500+ 50% completed views (1.3% of total views, 0.8% KPI).
    • 103,000+ 25% completed views (4.1% of total views, 2.6% KPI).
    • Generated 8,500+ clicks to the Blackmores website, displaying strong consideration to purchase through UGC. Profile visits to Blackmores’ Instagram handle increased by +400% month-on-month due to placement of UGC on their platform.

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