ONE A DAY VITAMINS
“TEACH ME HOW TO GUMMY”
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%
View Through Rate
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%
Increase in Mentions
$
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MM
Carted Value
OBJECTIVE
Generate buzz and increase positive brand perception for Bayer’s One A Day Men’s/Women’s 50+ advanced multivitamin gummies.
INTRODUCTION
For Bayer, a winning campaign is not just about driving business results but also succeeds in providing a more accessible and affordable path to long-lasting health and wellbeing for their customers. The goal for One A Day Multivitamin 50+ was to bring awareness of the product in a novel way for the older age group, and to give TikTok a try—a bold move on a platform traditionally presumed to be the realm of the very young. The campaign also cross-activated the content both in organic and paid media on Facebook and Instagram, platforms that historically do well for this age group, so that Linqia could analyze the performance across a variety of social media experiences.
For TikTok specifically, Bayer tapped Linqia to provide the stats and strategy to produce a campaign that felt both native to the platform and natural to the demographic. With Linqia’s data-driven insights and out-of-the-box creative concept, Bayer knew that this campaign would be a success—and it was. As Denise Vitola, VP Brand Integration PR, Social and Influencer at Bayer stated, “This campaign was award-winning, moved the needle, and sold product. It was excellent all around.”
What sets Linqia apart is the entire sequence of capabilities.
Throughout the chain, it’s all high-quality.
Throughout the chain, it’s all high-quality.
Denise Vitola | VP Brand Integration PR, Social & Influencer at Bayer
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 PLAN AND THE PRODUCTION
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.
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
This campaign was not a one-off ad, but instead created a memorable social media movement. It reminded everyone to celebrate and feel great about their age, and that all you need is “a beat that’s super bumpin’” to keep your life youthful.
The “Teach Me How To Gummy” campaign also proved that Linqia’s approach was spot on—not only is the adult 50+ audience on TikTok, but they are highly engaged and ready for a good challenge. The campaign yielded a 41.5% VTR (View Thru Rate), which is 29% stronger than TikTok’s VTR benchmark.
After rigorous multi-variant testing, Linqia created paid ads from the original creator content including a hero stitched video that drove a 16.7% CTR on TikTok, coming in second for highest performing asset. The overall winner was @CynthiaGouw on Instagram whose polished style and seamless transitions paired perfectly with the platform earning a 17.2% click through rate.
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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