OVERVIEW
Florajen was founded by bacteriologists over 25 years ago and has since established itself as a trusted over-the-counter refrigerated probiotic, dedicated to supporting everyday health. Originally focused on marketing to healthcare professionals, Florajen sought to expand its target audience to health-concious consumers and build brand awareness through consumer-friendly messaging, creative content, and influencer partnerships. Through a 360 digital strategy, we successfully transformed Florajen’s brand identity, making it more relatable to consumers while maintaining strong engagement with healthcare professionals to bolster brand credibility.
Campaigns
Florajen Fresh | Creative Influencer Recipes + Food Art
Background
The Florajen Fresh campaign focused on educating on the refrigeration of products and how the probiotic capsules could be sprinkled into cold foods and beverages. The goal was to highlight delicious, eye-catching recipes that showed how consumers could reap the benefits of the probiotics without having to swallow the capsules.
Execution
We partnered with five micro-influencers to develop original recipes and capture high quality photography in support of the campaign. The content was further amplified through email marketing and boosted posts.
Results
• Influencer Content: Generated a media value of $5.3k, yielding a 1695% ROI, with over 2.4k engagements.
• Email Marketing: A consumer newsletter featuring the smoothie bowls resulted in a CTR of 44%, driving over 5k clicks to shop Florajen on Amazon.
Conclusion
The Florajen Fresh campaign successfully increased consumer engagement and awareness by creatively integrating the product into fun recipes, demonstrating its versatility and reinforcing its brand message.
Pharmacist of the Week | Influencer + HCP Activation
Background
The Pharmacist of the Week campaign was launched to recognize and engage healthcare professionals and pharmacists, while reinforcing Florajen’s reputation as a pharmacist-recommended probiotic. This activation aimed to create shareable content that highlighted the endorsement of Florajen by pharmacists, driving home its credibility and availability to purchase from behind the counter.
Execution
We partnered with 50 pharmacists for this campaign, gathering testimonials and images from each. We then designed a series of Instagram Stories, posted weekly over the course of a year. The content was also repurposed for LinkedIn and included in HCP-targeted newsletters, further enhancing Florajen’s credibility among healthcare professionals.
Results
• Instagram Stories: The series led to a 133% increase in impressions, a 135% increase in reach, and a 48% rise in engagements.
• LinkedIn Performance: Pharmacist spotlights resulted in an 82% increase in impressions and a 231% boost in engagements.
Conclusion
The Pharmacist of the Week campaign effectively strengthened Florajen’s relationship with healthcare professionals, while significantly enhancing brand visibility and engagement with consumers.
— SERVICES
360 Digital Strategy
Social Media Management
Content Strategy
Creative Direction
Influencer Marketing
Brand Partnerships
Social Media Ads
Amazon Posts + Amazon Live Support
Email Marketing
— ROLE
Account Team Lead
Strategy + Project Management
Client Relations
— DATE
2020 – 2021
ONGOING ACTIONS + RESULTS
• Created consumer facing content and creative campaigns surrounding the 4 brand pillars of culture, affordability, stability and establishment, resulting in +125% Instagram engagements and +233% Facebook engagements
• Developed shot lists and oversaw production for 6 photo shoots, which generated over 200 stills and GIFs
• 63 influencer partnerships resulted in 350+ media assets, 1.1M impressions, 30k engagements and $11,000+ in media value
• Executed a Meta ads strategy with brand awareness and traffic objectives, resulting in 6.4M impressions, 3.1M reach, and 58k link clicks, and an EARL Rate of 14%
• Increased Instagram audience by 587% through effective social media content and strategic brand and influencer partnerships