Aurobindo Pharma
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The Challenge
Aurobindo Pharma’s Natrol, a national vitamin and supplement brand, wanted to raise awareness around two of its products: 5-HTP and Melatonin. Though Natrol owns 85% of the 5-HTP market, there are still quite a few people who haven’t heard of the supplement. Further, some consumers were weary of its scientific name. And while Natrol is the #1 name in melatonin, the brand wanted to capitalize on that position to reach new audiences. Natrol decided to try influencer marketing because 92% of consumers today trust friends, peers, or like-minded individuals over traditional forms of advertising. Natrol needed influencers to help humanize the 5-HTP name and create organic conversations around sleep and natural sleep aids.
“Linqia does an incredibly thorough job and we are getting great results. I love how they present not just the ‘what,’ but also the between the lines… the context we are all hungry for. The influencer-generated content will really help drive our presence online forward.
Natrol Brand Manager
CAMPAIGN HIGHLIGHTS
- 41.5% View Thru Rate (29% stronger than TikTok’s 32.2% benchmark)
- 102% increase in mentions
- 160.4K Products Transferred to Cart
- $2.8 MM Carted Value
- +5.2% ad recall as measured by TikTok Brand Lift Study
BAYER: A LEGACY BRAND THAT STILL FEELS FRESH
Founded in 1863, Bayer is one of the longest-lived companies in the world, yet the brand is as relevant today as it was nearly 200 years ago. Their endurance and success is the result of their scientific innovation in the pharmaceutical space, but it is also due to their willing enthusiasm to adapt and evolve with changing times.
WHY BAYER CHOSE LINQIA
Linqia and Bayer have worked together on dozens of campaigns and the ongoing partnership drives business results that outperform previous benchmarks. “What sets Linqia apart is their entire sequence of capabilities. Unlike other influencer marketing companies who just offer creative, or measurement, Linqia has everything—there are no gaps in the chain. They stole my heart with strategy, but kept my loyalty with their measurement and results. Everything is best-in-class,” remarked Vitola.
What sets Linqia apart is their entire sequence of capabilities.
Everything is best-in-class.”
Everything is best-in-class.”
Denise Vitola | VP Brand Integration PR, Social & Influencer at Bayer
The Solution
Natrol partnered with Linqia to connect with its target audience of health-conscious, active women and mothers between 30-65 years old. The first flight of the two-flight Storybook program featured 5-HTP while the second focused on Melatonin during National Sleep Month. In both flights, influencers shared stories about times when they were stressed, sad, or restless. Each post offered Natrol 5-HTP or Melatonin as an effective cure for these symptoms, educating audiences about the supplements and detailing their positive effects on the body. Audiences responded well to the content, engaging with it 305% more than the program goal and clicking through to the Natrol landing pages more than 16,000 times. Linqia influencers generated 511% more pieces of content than expected, which the brand repurposed in a variety of ways, including an album on Facebook, content for the internal communications team, and hosted web articles.
WHY BAYER CHOSE LINQIA
Music is a core component of any successful influencer campaign, and for the 50+ audience on social media, familiarity and nostalgia win. So Bayer’s One A Day team and Linqia decided to remix the famous “Teach Me How to Dougie” song from the 90s—but with a twist. For the newly minted “Teach Me How To Gummy,” Linqia developed a dance challenge that featured seven creators on TikTok including Alfonso Ribeiro (@alfonsoribeiro) to lead the campaign.
Though the influencers’ primary platform was TikTok, they each had an Instagram and/or Facebook presence as well and cross-posted their content to those channels.
In order to pull this off, Bayer needed to secure music publishing and performance rights to the original track. Music licensing is a daunting task, and if done incorrectly, can create a whole new headache of legal issues for brands. Luckily, the Linqia team is well-versed in this space and negotiated a deal for the original song so that they could use their version in the campaign.
THE RESULTS
The Natrol program resulted in 34.8M potential impressions across a group of 40+ contextually relevant communities.
Linqia’s influencer posts drove over 16,000 visits to Natrol landing pages.
Audience members engaged with the social media posts in this program 305% more than the program goal.
Linqia influencers created 511% more pieces of original content than expected.
HIGHEST PERFORMING POST
@CynthiaGouw | Active Living/ Beauty
- 4.9% ER
- Drove a 3X Higher IG ER*
- *Instagram Engagement Rate Benchmark (static content): 1.08%
Supported by Linqia’s applied learnings, the campaign saw better performance on Facebook and Instagram. Facebook delivered more efficient awareness and impressions, with CPMs averaging 32% cheaper than paid TikTok impressions. Linqia also saw stronger CTRs on Facebook when compared to TikTok, with a 13.1% CTR compared to a 1.6% CTR. All in all, the campaign drove a 1.7% increase in purchase intent, a +2.5% lift in unaided brand awareness, and +5.2% lift in brand favorability.
Comment threads blew up with enthusiastic people, many of whom took on the challenge themselves, and One A Day sales jumped with $2.8MM worth of carted value driven from the campaign.
Awareness
“Awesome Energy” – Tata
brand loyalty
“Great job I love those vitaimns” – Trisha
Consideration
“Vitamin gummy’s are life at my age now lol” -Lupita
Intent to purchase
“Yasss. You just inspired me to switch. Just left Walmart and got me
some Women One A Day” – Chantae
some Women One A Day” – Chantae
The campaign hit every high-level business objective, while staying true to Bayer’s brand values. Combining pop-culture nostalgia with a trending dance challenge, Bayer showed that age is just a number (for companies and consumers) and authentic content wins every time.
let’s work together
We know that the influencer space can be overwhelming, but it’s a must-have for every brand looking to scale in today’s social media space. Want a local tour guide to lead your brand through the complexities of the influencer ecosystem and come out on top? Look no further than Linqia. Click here to request a custom influencer marketing campaign consultation today.
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