Natrol 5-HTP and Melatonin Storybook Program
Influencer MarketingLinqia ran a two-flight influencer Storybook program for Natrol 5-HTP and Melatonin, and the agency reports over 16K+ visits to Natrol landing pages.
About the campaign
Linqia ran an influencer Storybook program for Natrol that drove over 16,000 visits to Natrol landing pages. Natrol is a national vitamin and supplement brand owned by Aurobindo Pharma. It wanted to raise awareness of 5-HTP and Melatonin and reach new audiences for its melatonin.
The program targeted health-conscious, active women and mothers. It ran in two flights, with 5-HTP first and Melatonin second during National Sleep Month. Influencers shared stories about times when they were stressed, sad or restless. Each post offered the Natrol supplement as a remedy and explained its effects on the body.
The agency reports 34.8M potential impressions from the program. Influencer posts drove over 16,000 visits to Natrol landing pages. Audience engagement with the posts ran 305% above the program goal. Influencers created 511% more pieces of original content than expected. Natrol reused that content in a Facebook album, internal communications and hosted web articles.
Case in 60 seconds
Natrol held most of the 5-HTP market, yet many people had never heard of the supplement and some were wary of its scientific name, while its melatonin lead still had new audiences to reach.
Shoppers trust friends, peers and like-minded people more than advertising, so an unfamiliar supplement name becomes approachable when a person describes a stressed, sad or restless moment and what helped them through it.
Linqia built a two-flight Storybook program in which influencers placed each supplement inside a personal story, humanizing the 5-HTP name and starting organic conversations around sleep and natural sleep aids.
Across two flights, 5-HTP first and Melatonin during National Sleep Month, influencers shared stories of stressed, sad or restless times, each post presenting a Natrol supplement and explaining its effects on the body.
Linqia reports 34.8M potential impressions, over 16,000 landing page visits, engagement 305% above the program goal and 511% more content than expected, which Natrol repurposed for Facebook, internal communications and web articles.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- Linqia
Results & Evidence
| Metric | Value |
|---|---|
| Potential Impressions | 34.8M potential impressions |
| Landing Page Visits | 16K+ visits |
| Engagement vs Goal | 305% |
| Content vs Expected | 511% more content |
Why Linqia's strategy worked
- 1
Story framing helps an unfamiliar ingredient name, because a stressed or restless moment gives a reader a reason to care before the scientific term arrives in the post.
- 2
Splitting a program into flights lets each product hold its own moment, so Melatonin could be tied to National Sleep Month while 5-HTP ran in a flight of its own.
- 3
Creator output beyond the brief becomes a brand asset, because Natrol reused the posts in a Facebook album, internal communications and hosted web articles after the program ended.
Results
6.46M
Impressions
-60%
Cpm vs contracted
-70%
Cpa drop since launch
Results
+248
Content pieces
5.4M
Potential reach
3.91%
Engagement ratio