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How we helped Bimuno balance the nation’s gut
AUK worked with gut health brand Bimuno to create a strategic, multi-channel campaign, to drive awareness among the nation’s health conscious and increase UK sales, both in store and online.
Bimuno is a daily food supplement that acts as a fertiliser – feeding and stimulating the growth of good bacteria in the gut.
We were approached by Bimuno to plan, support and implement their summer campaign, marketing their products to multiple demographics through social, podcasts and offline media channels.
To support their single minded proposition, ‘Gut balance for better health’, we identified three key segments within our target audience and defined more clearly what ‘balance’ meant to each of them.
We capitalised on the increasing growth in podcast listenership by partnering with two of the most respected health and lifestyle podcasts: Rhitrition’s ‘Food for Thought’ and ‘Wellness with Liz Earle.’ Both included insights into health and wellbeing, and interviews with experts. It was the perfect platform to tie in Bimuno’s messaging and discount offer.
We also used outdoor media, such as proximity ads close to key Boots and Holland & Barrett shops, to direct customers in store. While discount codes incentivised online purchases made at bimuno.com. This ensured the right message was in the right place, at the right time.
Knowing that our audience were keen readers of health and wellbeing publications, we placed advertorials in a number of lifestyle magazines and newspapers, including Metro, Top Sante, Good Housekeeping and Health and Wellbeing.
To drive trial of Bimuno we developed a series of paid social ads targeting our three audience groups. These pushed them to a dedicated landing page to purchase a £1 sample pack. To help retain these customers, we sent out an incentivised follow up email after 7 days – the length of time it takes for Bimuno to increase the levels of good gut bacteria.
Average increase of 460 site visitors per day during the campaign period
Additional 54,336 site visitors over the baseline level during the campaign period
29% increase in online sales during the campaign period, versus 3 previous months.