Botanic Choice is a high-quality vitamin, nutritional supplement, natural beauty products and homeopathic remedy retail brand.
About the Product
Botanic Choice is a high-quality vitamin, nutritional supplement, natural beauty products and homeopathic remedy retail brand. Its natural wellness products have been trusted by customers for health care needs for over 120 years. However, until recently, they were a direct mail-based marketing business.
To engage a younger demographic and enhance their presence on social media, the brand looked to CIPIO.ai to help discover the influential voices in their community and create social content for the brand.
Botanic Choice needed to engage a younger, more social media savvy audience. Its direct mail audience was aging and new opportunities to expand to a younger consumer meant building a content library for the brand’s relatively new social media channels.
Botanic Choice knew UGC offered more authentic and better performing content than anything they could produce using more traditional photo shoots and production teams. So it reached out to CIPIO.ai for UGC and UGC Plus solutions. These not only collect high-performing user-generated content, but also leverage the influence of the creators participating to promote and recommend the brand.
Botanic Choice’s approach was to tap into its vast customer base and social media followers, identify those individuals within that offered not only social influence, but also quality content, and engage them to create content on behalf of the brand.
The resulting content would fuel Botanic Choice paid advertising creative, serve as additional organic social media content for the brand, and each creator would be tasked with driving online orders to track a measurable ROI for the campaign.
In just three months, CIPIO.ai secured 30 pieces of user-generated content to fill the creative needs of paid and organic posts for the brand. But the resulting UGC Plus activation that used the creators as influencers as well was where the magic happened.
Those 30 pieces of UGC drove over 1 million impressions across social media with a 2.28% engagement rate. The brand’s Instagram followers more than doubled as it saw a 137% jump in new fans and followers.
Most importantly for the business, the campaign’s creators drove incremental sales in all three months of the campaign. Monthly sales generated by the content creators rose 73% from month one to month two. The ROI calculation on cost of creator posts to revenue was 374%
Botanic Choice continues to leverage CIPIO.ai for UGC and UGC Plus as the 110-plus-year-old brand moves even further into the 21st Century. The next phase of its plans include expanding the content use to paid media campaigns.