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Blending paid & organic social media for maximum effect
The situation
Nutrilite Organics launched the first USDA-certified organic nutritional supplements from Nutrilite and Amway. The goal was to empower distributors by using social media to build awareness, consideration, and preference for the new product line, making it easier for distributors to sell to customers.
The solution
Pathfinders crafted a four-phase content strategy for Nutrilite’s new product line, blending paid and organic social media with influencer marketing. The campaign built awareness, consideration, and preference through teasers, educational posts, and user-generated content, ending with a two-week Instagram takeover focused on community engagement.
impressions across IG accounts
increased post reach due to paid campaigns
increased traffic on Nutrilite’s IG and FB
The success
Nutrilite Organics content exceeded all benchmarks on Nutrilite channels
Our strategic use of product-focused Instagram Reels captured the most attention, amassing a majority of the campaign’s engagements. Content creator-sourced Reels had an engagement rate of over 3%, well above both Amway’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 Pathfinders also used unpublished Instagram ads to increase product awareness with more diverse audiences.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 with 1 million impressions and a 1.2 million-user reach, greatly surpassing Nutrilite’s 80K-user following.
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