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Holland & Barrett has been supplying its customers with a wide range of vitamins, minerals, health supplements, specialist foods and natural beauty products for over 145 years. They recently introduced a new range of Manuka honey – famous worldwide for its unique anti-microbial properties that sets it apart from traditional honey.
Holland & Barrett, leading UK retailer of genuine Manuka honey, wanted to take a stand to protect consumers from fakes and champion the extensive range they offered. The campaign should generate high-quality content, drive sales, strengthen their voice of authority and call attention to overall brand ethics in the process.
Analysis revealed that Manuka Honey shoppers were of the ‘core’ Holland & Barrett target audience age, 35 to 50-year-old females, but the topic was also of interest to a younger, mainly female, audience of 25 to 35-year olds. This younger group are health conscious, socially connected and interested in natural health alternatives, so this campaign represented an opportunity to attract a fresh demographic.
The goal was to create a mini social media roadblock on launch day. TAKUMI created a three-stage advocacy campaign with a total of 100 micro-influencers. Content would go out in three stages, pre-launch, launch and post launch. The first two campaigns had a single day for the content to go out, so content was pre-vetted and ready to go live when launch date arrived.
TAKUMI identified and activated 100 influencers from its vetted network of influencers, with a healthy balance of different verticals and gender split. Takumi managed the entire process, including sending the influencers the product. The style of content was to be split between flat-lays and lifestyle shots with the product taking center stage.
Three strategic bursts of content built up momentum for the product launch, with high-quality content creating a mini social media roadblock on launch date. During campaign launch week, Holland & Barrett saw record levels of sales for Manuka honey, despite the campaign falling outside of the peak winter month period. In a four-week period around the launch date Manuka honey sales grew 90% year-on-year.
Holland & Barrett received 100 pieces of high-quality, licensed content – which the company used for paid social activities following the campaign.