PAID AND ORGANIC SOCIAL CONTENT DRAWS NATURAL ATTENTION
When it came time to launch a new line of organic supplements, Pathfinders helped NutriliteTM Organics supercharge their social media channels to plant seeds of awareness with consumers that would blossom into great engagements for distributors.
THE SITUATION
AWARENESS
Pathfinders spearheaded the launch of Nutrilite Organics, the first-ever certified USDA Organic line of nutritional supplements from Nutrilite and their parent company, Amway. Rather than targeting conversions, we sought to achieve Amway’s social goal: to help distributors make selling to customers easier by establishing awareness, consideration, and preference around Nutrilite’s new line of products.
THE SOLUTION
THE TEASE
Pathfinders developed a four-phased strategic approach to content production and distribution. The objective was to get customers excited and thirsty to purchase by establishing awareness, consideration, and preference around Nutrilite’s new line of products. This included a mix of paid and organic posts created by our social studio and sourced from recruited content creators aligned with Nutrilite’s brand. We began with teasers, moved to educational posts that homed in on individual products, and concluded our 2-week Instagram account takeover with trendier content to retain audience attention.
THE RESULTS
10MM+
impressions across Instagram accounts
70k+
increased post reach due to paid campaigns
40%
combined increase in traffic on Nutrilite’s Instagram and Facebook channels
The success:
Nutrilite Organics content exceeded all benchmarks on Nutrilite channels
Our strategic use of product-focused Instagram Reels captured the most attention. These posts amassed a majority of the campaign’s engagements; specifically, content creator-sourced Reels had an engagement rate of over 3%, well above both Nutrilite’s and the Health & Beauty industry’s benchmarks. Pathfinders also used unpublished Instagram ads to increase product awareness with more diverse audiences. This mix of paid content and organic posts led to an overwhelming audience response best signified by our 1 million impressions and 1.2 million-user reached, greatly surpassing Nutrilite’s 80kk-user following.
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