Introduction to the 2nd wave of the Metagenics Campaign

Metagenics, a global leader in high-quality micronutrition products, has once again called upon us to carry out a second phase of their Vitamin D product campaign at the end of 2023, following the success of the first wave. This time, our goal was to continue increasing brand awareness of their Vitamin D line, educating potential consumers about the benefits and importance of its year-round consumption, not just during the winter.

The team of 500 Brand Ambassadors

For this second phase, we engaged 500 nano influencers who had taken vitamin D at least once in the past, engaged in physical activity more than once a week, and followed a balanced diet. Half of the participants were childless adults, while the other half had at least one child between the ages of 3 and 12. Both groups received the Vitamin D 2,000 product for adults, and the group with children also received the 400 version for kids. After educating them about the importance and benefits of Vitamin D, they were invited to try it by consuming a chewable tablet daily.

Influencer Missions and Their Impact

The first mission involved introducing the brand and products, explaining their features and benefits, and including a call to action to participate in a cashback plan (eligible to receive up to €5 refund for the product purchase) through a link. For the subsequent mission, they were asked to share a reel featuring their daily routine incorporating the product and explaining how they were able to stay energetic and happy throughout the day thanks to Vitamin D. The nano influencers shared 1,024 pieces of content, particularly on Instagram, generating +2.9M online impressions.

Collaboration with a Macro Influencer

To expand the reach of this campaign, we brought in a macro influencer to create a reel and a set of 3 stories on Instagram. @duemammetrefigli, a couple of two mothers with their 3 children, shared their experience including Vitamin D for all household members. Their content generated a total of 1.5M impressions, with 231K being organic and 1.3M thanks to the paid media boost. Additionally, +18K clicks were generated on the purchase link.

Results and Testimonials from Nano Influencers

100% of the nano influencers assured that they would recommend this product to their friends and family, emphasizing its practicality and rating it with an average of 9.3/10. This is reflected in the comments they shared:

“The pleasant taste and the ability to chew the tablets make it easy even for young children to take them.”– nano influencer

“Chewable tablets without the need for water, easy to carry everywhere thanks to the divisible blister, good taste.”– nano influencer

Scroll down to discover the KPIs.