ECCO AW21 Shoe Range Campaign

Nature's Best, a UK supplement brand, had no presence in the creator economy and needed to introduce two products, Myo-Inositol and Collagen, to health-conscious 20 to 30-year-olds without sounding scripted or purely promotional. Wellness audiences are surrounded by supplement claims from influencers of uneven credibility, which makes purely promotional creator content easy to dismiss, and a first-time entrant had to establish authority around science-backed products with no existing creator footprint. Disrupt Marketing's read was that in science-backed wellness credibility comes from recognised expertise, so expert voices would land where trend-led content would not.

The agency built the brand's first influencer campaign around education from credentialed specialists, a nutritionist, an aesthetician and a PCOS specialist, rather than around reach. The three experts published a three-phase content plan on Instagram, with staggered drops and defined messaging guidelines covering supplement benefits and practical health advice, backed by paid amplification.

For a first campaign in a science-adjacent category, credentialed experts carried credibility that lifestyle influencers cannot, and pairing organic content with paid amplification let a first-time entrant reach scale, with paid activity accounting for 939K of the reported impressions. The work ran on Instagram. Disrupt Marketing reports over 1M total impressions at a £22.71 CPM, a 2.42% Instagram Stories open rate and 35.5K link clicks against an 8K target; every figure comes from the agency's own case-study page and is self-reported, with the launch date and spend not disclosed.