Submitted by Disrupt MarketingAgency IPI Score 51/100

Educating Through Influence: Building Trust in Wellness with Expert Voices

Influencer Marketing

Nature's Best's first influencer campaign used a nutritionist, an aesthetician, and a PCOS specialist on Instagram to build credibility for two supplements.

£22.71CPM
35.5KLink clicks
2.42%IGS open rate
939KPaid impressions
1M+Total impressions

About the campaign

ECCO needed to reach a younger demographic and drive awareness of its AW21 shoe range, a market the heritage comfort brand was not naturally cracking. The tension sat between ECCO's established comfort-first reputation and the expressive, style-led content younger audiences follow, and seasonal footwear ranges compete hard for attention at launch. Disrupt Marketing's read was that a relatable ambassador who is a genuine customer, styling the shoes in her own fashion content, would make the brand feel more down to earth and the campaign more authentic than a polished brand push.

The agency fronted the range with fashion creator Alanna Doherty as brand ambassador, supported by six micro influencers with a natural fashion fit. The ambassador and micro influencers styled the new collection in their own content while Disrupt Marketing delivered a suite of more than 60 web and social assets for ECCO, plus a campaign highlight film on YouTube. Production carried a category-typical hurdle: the autumn campaign had to be shot in summer, and shoot delays compressed the edit window.

A genuine-customer ambassador made a heritage comfort brand feel approachable without repositioning the product, while a layer of micro influencers posting within their regular content sustained interest beyond launch day. The platform mix is not named in available sources. Disrupt Marketing reports 915K+ total impressions, 61,306 total engagements and a 3.91% average engagement rate; all figures come from the agency's own case study and are not independently verified, and impressions and engagement are output metrics, with no sales or conversion data disclosed.

Case in 60 seconds

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.

In science-backed wellness, credibility comes from recognised expertise, so expert voices would land where conventional trend-led influencer content would not.

Build the brand's first influencer campaign around education from credentialed specialists, a nutritionist, an aesthetician, and a PCOS specialist, rather than around reach.

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.

The agency reports over 1M total impressions, 939K of them paid at a £22.71 CPM, a 2.42% Instagram Stories open rate, and 35.5K link clicks against an 8K target.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Health-conscious consumers aged 20 to 30 in the UK, an audience already active on Instagram and receptive to wellness content from voices they trust.
Wellness audiences are surrounded by supplement claims from influencers of uneven credibility, which makes purely promotional creator content easy to dismiss.
A supplement brand entering influencer marketing for the first time had to establish authority around science-backed products without any existing creator-economy footprint.
Nature's Best positioned itself as a source of credible, science-backed wellness education, delivered through specialists rather than through its own channels alone.
Based on the agency's account, educational content from credentialed experts earns attention and click-through in a way trend-chasing content does not, because the audience treats the messenger's expertise as the proof.

Creative & Execution System

Assets & channels

  • Instagram creator posts
  • Instagram Stories
  • Paid social amplification

Partners

  • A nutritionist
  • An aesthetician
  • A PCOS specialist

Participation mechanic

  • Staggered content drops across three phases
  • Defined messaging guidelines to keep the educational tone consistent

Creator role

  • Experts as educators, translating supplement science into practical health advice

Results & Evidence

MetricValueResult typeConfidence
Total impressions1M+reachAgency reported
Paid impressions939KreachAgency reported
CPM on paid activity£22.71media efficiencyAgency reported
Instagram Stories open rate2.42%engagementAgency reported
Link clicks35.5KtrafficAgency reported

Why Disrupt Marketing's strategy worked

  1. 1

    For a first influencer campaign in a science-adjacent category, credentialed experts can carry the credibility that conventional lifestyle influencers cannot.

  2. 2

    Setting awareness rather than conversion as the objective gave the test a fair benchmark, and the reported 35.5K clicks against an 8K target still produced a commercial signal.

  3. 3

    Staggered drops and defined messaging guidelines are a workable mechanism for keeping multi-creator educational content consistent in tone.

  4. 4

    Pairing organic expert content with paid amplification let a first-time entrant reach scale, with paid activity accounting for 939K of the reported 1M+ impressions.

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