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DTC hydration brand Buoy leans on influencers authenticity to attain people coping with chronic illness

Direct-to-consumer hydration brand Buoy is dealing with influencers who’ve chronic illnesses to generate organic content. In doing this, the 5-year-old company is seeking to show how its hydrating wellness drops might help people coping with chronic illness, along with its commitment to a widely underrepresented segment of the populace that includes thousands of people who reside in isolation because of their conditions.

Buoy teamed up with four influencers for a fresh campaign: TikTok creators Paula Sojo, Renee Welch, Ashley Feasel and Dom Snyder who live with Crohns disease, ulcerative colitis, postural orthostatic tachycardia syndrome and diabetes. Together, they created a six-minute cinematic video, To BE OBSERVED, which will appear on YouTube. The creators may also post content in line with the video on the channels to improve Buoys brand-awareness.

We chose these influencers because theyre probably the most authentic brand ambassadors we’re able to ever have, said Eddie Zelenak, Buoys founder and CMO, who added he discovered each content creator through his FOR YOU PERSONALLY page on TikTok. Their stories about staying hydrated with Buoy could be from inspiring to borderline emotional.

In sharing their stories of chronic illness, Zelenak said he found himself compelled by the creators courage and vulnerability. He said Buoy supplies a 35% lifetime discount to customers who utilize the brands products to control an illness within its commitment to the chronic illness community. Furthermore, the business donates one bottle of hydrating drops for each one in love with its website to a nonprofit that supports chronic illness patients and their own families. Buoy plans to keep to partner with creators in the chronic illness community, and is connecting more of these through TikTok.

Buoys new campaign was made with nostalgia at heart, and highlights the down sides of dealing with invisible illness in senior high school, as then lots of people are first identified as having chronic illness. Round Two Agency assisted Buoy in creating the To BE OBSERVED video for the campaign.

The theory for the campaign stemmed from Buoys organic launch on Amazon 3 years ago, once the brands sixth customer left an assessment. It had been compiled by a mom whose daughter have been recently identified as having POTS. We learned a bit about POTS that day, but we learned more about an overlooked community of individuals coping with chronic illnesses hidden in plain sight, saidZelenak.

It really is unclear just how much of Buoys advertising budget is assigned to TikTok influencers, as Zelenak wouldn’t normally share overall budget specifics. Zelenak noted that the business made a decision to invest 95% of its campaign budget in to the chronic illness community and organic content marketing, and that this is actually the companys first significant advertising campaign, with a concentrate on those that use Buoys products and reap the benefits of them probably the most as opposed to the products themselves.

Leveraging consumer feedback to promote is commonplace, specifically for DTC brands. This campaign exemplifies two important techniques DTC brands have rewritten the marketing playbook: leveraging critical consumer insights and the advocacy of influencers for social virality to stretch reach, said Margo Kahnrose, CMO at omnichannel marketing platform Skai.

Jay Choyce Tibbitts, associate director, social strategy, at advertising agency Deutsch said he believes Buoys usage of TikTok creators real human stories will benefit the brand.

These videos werent composed in a marketing department meeting, said Tibbitts. They’re rooted in these creators everyday struggles with chronic illnesses, which brings relatability and authenticity to the campaign. Sufficient reason for creators which range from followings of 33,000-150,000 on TikTok, the potential reach of the campaign is automatically extended with their audience by association.

Because of this particular campaign, Buoy centered on individuals who use and reap the benefits of its products probably the most. We told their stories, not ours, and we think its time for more brands to have a similar approach, Zelenak said.

Buoys strategy in the years ahead is to continue steadily to bring chronic illness to the forefront of societal conversations through TikTok. Brands that take risks and show real people who have real stories will always find an audience that relates on TikTok, said Ryan Detert, CEO of artificial intelligence social data and conversion technology company Influential. For an extremely specific product such as this, the only method to fully capture attention is through authenticity.

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