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Case Study: Appetite Creative on transforming a probiotic brand's social media strategy

Appetite Creative

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The Drum Network article

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April 28, 2021 | 3 min read

Probiotic brand VSL#3 is known for its high concentration of poly-biotic, which works to keep guts healthy and support physical wellbeing. Boasting more bacterial strains per dose than any other leading brand, the product comes in sachets – with each containing a variety of bacteria strains to regulate the function of the intestinal barrier.

Appetite Creative share the process behind increasing VSL#3's social reach and engagement.

Appetite Creative share the process behind increasing VSL#3's social reach and engagement

The challenge

Appetite Creative was brought on to help reposition the brand from a prescription drug to an-over-the-counter, consumer-friendly, lifestyle brand.

The team needed to redefine the audience, redesign and update the brand, including all of its owned media. A crucial part of this rebranding involved developing a consistent social media strategy as well as increase brand awareness to reach a wider audience.

The solution

The team initially designed a new website aimed at appealing to a broader audience, with the new branding pushed across all social media channels. This worked to raise awareness of the brand and create a spike in interest for the produc, in turn driving engagement and sales across this new audience.

Following this move, the work focused on getting VSL#3 to stand out as a lifestyle brand. Appetite Creative concentrated on geting the new brand look to reflect the health and wellbeing side of the product.

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Results

Appetite Creative helped VSL#3 transition the new branding through consistent social media content pushed out on Instagram.

The team created organic social content and oversaw the management of the brand's community as well as running social media ads on Facebook. All of these efforts helped to grow VSL#3’s social media following, which encouraged its sales. These actions also impacted the brand's increase in social media post engagement, with ten times more engagement per reached user; five times more link clicks per reached user; and seven more shares per post.

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Arpita Pani, senior commercial governance and ecommerce brand lead, UK & Europe at Ferring Pharmaceuticals, which owns exclusive rights to marketing VSL#3 in Europe and Canada, said: “It was a really great collaboration and partnership. Appetite added a huge amount of value, the whole process was handled seamlessly.“

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