Submitted by Our Own Brand (OOB)

ARTAH Gut Health Instagram Creator Funnel

Influencer Marketing

Our Own Brand (OOB) ran a gifting, affiliate and paid creator funnel for ARTAH's gut health range, which the agency reports delivered 20M+ views in three months.

20M+Views
+260%Affiliate Sign-Up Lift
34.9KReel Views

Case in 60 seconds

ARTAH needed to grow awareness and drive sales in a saturated wellness market where consumers are increasingly sceptical of wellness claims, so its clinically led gut health range had to earn credibility before performance.

The page treats trust as the condition for conversion, because sceptical wellness consumers discount overt promotion, so creators with subject authority and real routines carry the product further than follower count alone.

OOB built a structured creator network around credibility over clout and storytelling over selling, running gifting, affiliate and paid partnerships as stages of one funnel rather than as one off placements.

Mid-tier, macro and specialist creators, grouped as experts, lifestyle storytellers, community builders and TikTok and YouTube specialists, worked mainly through Instagram Reels and Stories with tracked affiliate links, while always-on gifting seeded future relationships. Named creators included Talilla Henchoz, Jim Chapman, Verity Bowditch and Malin Andersson, and Sophie Waplington was sourced to introduce ARTAH's new product as creatine emerged as a trend.

OOB reports 20M+ views across creator content and a +260% lift in creator affiliate sign-ups over three months, with Jim Chapman's story content generating between 167K and 169K impressions.

Strategy Breakdown

Wellness consumers the page describes as increasingly sceptical of wellness claims, whom ARTAH needed to reach as a trusted authority rather than just another supplement brand.
Wellness is a saturated market where consumers are increasingly sceptical of claims, so a supplement brand competing on product features alone risks being treated as just another supplement brand rather than a trusted authority.
The page positions ARTAH as a trusted authority rather than a product being pushed, with creators explaining how and why the product fits into everyday routines, protocols and personal health journeys.
OOB reports that fitness led, results driven storytelling outperformed broader wellness messaging, because audiences responded to wellness shown as achievable rather than aspirational in short, specific content.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • YouTube

Partners

  • Our Own Brand (OOB)

Creator role

  • Talilla Henchoz
  • Jim Chapman
  • Verity Bowditch
  • Malin Andersson
  • Sophie Waplington — creator

Results & Evidence

MetricValue
Views20M+ views
Affiliate Sign-Up Lift260% lift
Reel Views34.9K views

Why Our Own Brand (OOB)'s strategy worked

  1. 1

    Affiliate linked Stories converted better than Reels in this programme, because a tracked link inside a Story shortens the step from trust to action, which the page shows in Jim Chapman's story content outperforming his paid reel activity.

  2. 2

    Treating gifting, affiliate and paid partnerships as funnel stages lets a brand test content styles and creators before scaling spend, so budget follows observed performance rather than assumed reach.

  3. 3

    Casting for audience alignment and subject authority rather than follower count suits a sceptical category, because creators with a clear fitness or gut health narrative delivered stronger results on the page's account.

  4. 4

    Tying creator output to an emerging category trend gives a new product a credible entry point, which the page shows in identifying creatine as a growing trend and sourcing Sophie Waplington to introduce ARTAH's new product.

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