Holland & Barrett: social focus to integrated health and wellness, retained content partner.
Holland & Barrett approached SocialChain to help better connect with current and prospective customers in new ways. The brand was looking to shift perceptions and attract a younger audience by highlighting specific mission products and themes, whilst illustrating value through credibility.
objective.
Continue to increase trust of the Holland and Barrett brand
Become a leading destination for evidence and science backed health and wellness content
Capture communities and maintain them as paying customers
.
solution.
Our strategy team begun their work by identifying that there had been a fundamental shift in the things people search for to meet their personal health and wellbeing needs. To ensure that Holland & Barrett were set up as the brand that brought the signal of trust, we worked with the team in creating:
(i) social strategy
(ii) YouTube strategy
(iii) content strategy
(iv) social visual guidelines
(v) analysis and reporting dashboard
(vi) regional social landscape insight & opportunity
(vii) holistic planning process
Following foundational work, our role was to activate the customer promise of being their trusted wellness partner. As a result of the strategy projects delivered, SocialChain’s retainer was promoted from social to integrated content agency where our strategies and creative ideation was brought to life across, social, influencer, web and email.
results.
From October 2023, SocialChain have worked with Holland&Barrett in line with their go to market plans to content focusing on 10 key period themes for social, influencer, web and email. Resulting in:
+400 social assets produced
+8 YouTube content shoots
+50 influencer partnerships
+8 heavy lift campaigns
12 campaigns per year which focussed on core missions identified
campaign example.
Holland & Barrett wanted to inspire their audience to rethink their fitness routines during the summer and motivate them to move more, all while raising funds for Sport Relief through their partnership with Comic Relief.
solution.
We launched the ‘join the movement’ with Jill Scott, who led three fundraising challenges aimed at getting people moving and raising money for Sport Relief. Jill introduced the partnership with an impassioned speech about the power of sport to change lives. The campaign featured a series of challenge videos where Jill set different levels of difficulty, inviting participants to share their attempts on social.
Additionally, we created a ‘reacts’ video, capturing Jill’s unfiltered reactions to clips of people attempting the challenges. To drive donations, we encouraged people to buy PE bar’s in store or online, donate at the till and through social or via the website.
218K impressions
250K video views
20 pieces of content produced in 30 days
