Renew Life #BeingHumanTakesGuts Influencer Retreat
Influencer MarketingXOMAD hosted 10 influencers at a three day Ojai wellness retreat for Renew Life and reports 2.9M impressions from the gut health content they produced.
About the campaign
Renew Life brought 10 influencers to a three day wellness retreat in Ojai with XOMAD, which reports 2.9 Million impressions from the work. The campaign ran under the hashtag #BeingHumanTakesGuts. Its goal was to teach influencers and their audiences the benefits of a healthy gut, including better sleep, higher energy and happiness.
The agency curated a 3 day retreat with activities at an Ojai resort. Each activity covered a different side of wellness, from nutrition and exercise to self-care. The influencers asked their audiences on Instagram Stories to join conversations about gut health and to send in questions. The setting was also used to train the influencers as year-round ambassadors for the brand.
The agency reports 2.9 Million impressions across the campaign. The 10 influencers produced over 118 Instagram Stories during the three days. The campaign counted 140 posts in total. The retreat also generated content for the brand's social channels.
Case in 60 seconds
Renew Life wanted influencers and their audiences to understand what a healthy gut does for them, from better sleep to higher energy and happiness, which required creators able to talk about gut health with real knowledge.
People ask questions about gut health more readily when a creator they already follow opens the conversation, because a familiar person answering in Stories feels like an exchange between peers instead of a brand lecture.
XOMAD gave 10 influencers three days of direct experience with gut health at an Ojai resort, so that what they learned there would carry into their own content and into a year-round ambassador role.
Over three days at an Ojai resort, 10 influencers took part in nutrition, exercise and self-care activities and used Instagram Stories to invite their audiences into conversations about gut health and to send in questions.
XOMAD reports 2.9 Million impressions, with the 10 influencers producing over 118 Instagram Stories during the three days and 140 posts in total, while the retreat also generated content for the brand's social channels.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- XOMAD
Participation mechanic
- Influencers asked their audiences on Instagram Stories to join conversations about gut health and to send in any questions they had.
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | 2.9M impressions |
| Instagram Stories | over 118+ Instagram Stories |
| Posts | 140 posts |
| Influencers | 10 influencers |
Why XOMAD's strategy worked
- 1
A multi day retreat gives creators time with a subject before they post about it, which lets a brand train them as year-round ambassadors instead of booking them for a single round of content.
- 2
Inviting audiences to put questions to creators in Instagram Stories turns a personal health topic into a two-way exchange, because followers can raise what they want to know with someone they already watch.
- 3
An event built for creators can feed two outlets at once, since the same retreat filled the influencers' Stories and also generated content the brand could publish on its own social channels.
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