Bamboo provides a premium range of healthy teas made from 100% natural ingredients, designed to aid women in detoxing, increasing their energy and sleep better. You only have to spend a few minutes on social media to realise how saturated the market is. From before and after photos, to overnight weight loss solutions, the market is filled with brands overpromising and under-delivering. Bamboo wanted to be different. And wanted a brand on social that would appeal to their audience, without promising them instant, unsustainable results.
Case Study
The Challenge
The Solution
Strategy
We spent time creating engaging content and building a brand that would emotionally connect with the modern day, powerful woman. We built our strategy around what was important to them: looking and feeling good, living independently and leading a healthy lifestyle.
Platform
Instagram ticked all the boxes for this campaign, so we solely focused on this platform. The campaign consisted of Instagram story adverts and Instagram feed adverts. We knew this is where the audience spent their time and as it’s so cost effective, we forecasted a much better return on investment (ROI). We also knew the power of the targeting tools on Instagram. We wanted to target women who take pride in their appearance. By providing valuable, educational content, we began to build brand authority amongst them, without devaluing the premium-priced product range.
Targeting
Before launching the campaign, we spent time profiling the customers. After extensive research, we settled on two customer profiles. The first were females aged 18-25 interested in similar healthy lifestyle brands, who lived a busy life and who took pride in their appearance. The second was aimed at 30+ aged women, who may have been busy with career-changes in recent years, but wanted to move their health into a more positive direction. We targeted both audiences based on specific interests, trends and improving what other healthy living brands were already doing.
Message
We concentrated on what is most important to the audience: the benefits. We educated them on the benefit of each natural ingredient used in the products, rather than focusing on how much weight you will lose in a fixed timeframe. We weren’t asking the audience to ‘buy now’ like the other brands out there. Instead, we focused on educating the customer and adding real brand value, so they would be excited to try the products without the need for reduced price offers and promotions.
Results
5x
Sales Increase Month on Month
75%
Sales Via Instagram Organic Traffic
233 Potential Customers
Added Each Month to Instagram
5x
Sales Increase Month on Month
75%
Sales Via Instagram Organic Traffic