Intro
We partnered with Holland & Barrett to develop a groundbreaking campaign addressing a key wellness challenge while driving business results. The "Find Your Gut Thing" campaign exemplifies our approach to performance and transformation, delivering measurable impact while addressing genuine consumer needs in the health and wellness space.
The Challenge
January represents a critical period in the wellness calendar and a key sales window for Holland & Barrett. In previous years, the brand had primarily focused on performance-driving activities without complementary brand-building communications. This approach limited Holland & Barrett's ability to attract new customers, a primary business objective.
Insight
Research revealed growing consumer interest in gut health, with searches increasing by 236% between 2019 and 2023, and 72% of the population reporting gut health issues. Despite this significant interest, consumers faced two key barriers:
- Embarrassment: 60% of people feel uncomfortable discussing toilet habits, often leading to self-diagnosis and treatment.
- Information Overload: Although there is a wealth of gut health information, only 22% of consumers who researched felt knowledgeable.
With Holland & Barrett's free expert advice both in-store and online, they were uniquely positioned to help consumers navigate this complex topic.
Strategy
The "Find Your Gut Thing" campaign was built on three strategic pillars:
- Education: Positioning proactive gut health as the gateway to broader wellness by connecting good nutrition, plant-based intake, and exercise.
- Expert Guidance: Providing access to free expert advice through in-store trained advisors and online nutritionists, creating personalised plans for each consumer's unique gut health needs.
- Destigmatisation: Committing to normalising this taboo topic by reaching broad audiences and championing wellness through open conversation.
Execution, Solution and Innovation
We deployed a multi-channel approach to drive engagement and brand reappraisal:
- AV Impact: The campaign marked Holland & Barrett's return to linear TV after a two-year absence, featuring 60" and 30" product-led narratives across linear TV, BVOD, YouTube, and CTV.
- Launch Thunderclap: We created a strategic moment on January 1st, premiering the 60" ad during Great British Bake Off, viewed by millions of adults, supported by digital takeovers across major platforms.
- Content Partnerships: We partnered with The Guardian to position 2024 as "The Year of Your Gut," launching with a comprehensive spread in their Saturday magazine, supported by digital content and social promotion.
- Audio Integration: We leveraged Holland & Barrett's partnership with Global Radio, updating sponsorship idents during mid-morning segments and developing expert-led content around key products.
- Social Activation: Meta and TikTok were pivotal in reaching broader audiences, complementing the AV strategy, and driving conversation.
- Personalised Support: All communications directed consumers to a dedicated landing page, inviting them to register for Holland & Barrett's consultation service for free personalised advice.
Result and Business Effect
The "Find Your Gut Thing" campaign delivered exceptional results across multiple KPIs:
Commercial Impact:
- Increase in Gut Health product revenue year-over-year
- Campaign hero products attracted significant new customer acquisition
- Notable growth in vitamin and health supplement purchases in the gut health category
Brand Health:
- Achieved a 3-year peak in communications awareness at 57%
- Increased consideration by two percentage points to 55%
Engagement:
- 8% increase in brand share of search
- 64% year-over-year increase in online Gut Health appointments
The campaign successfully positioned gut health as a cornerstone of wellness, driving meaningful engagement and revenue growth during a critical period while establishing Holland & Barrett as a trusted expert in this growing health category.
