Smiling young person with bleached hair holds a Senescence Life Sciences "REVIVE" bottle beside an older dark-haired woman
Submitted by Kobe

Senescence REVIVE & EDGE Family Testimonial Influencer Campaign

Influencer Marketing

Kobe engaged younger influencers to share how their parents and family members felt after trying Senescence's REVIVE and EDGE supplements, and reports 228K outreach for the work.

228KOutreach
7,063Engagements

Case in 60 seconds

Senescence was a new health supplement in Singapore aimed at people aged 30 and above who wanted to optimize mental performance and combat brain aging, so it needed brand credibility as well as brand awareness.

Kobe holds that social media is more popular among the younger generation, so the older buyers Senescence wanted could be reached through their children and relatives, because a family member's account carries credibility a new brand cannot claim for itself.

The organizing thesis was to start word-of-mouth across two generations at once, with younger voices vouching for a product their older relatives had tried, rather than branding Senescence only toward the over-30 buyer.

Kobe engaged younger influencers to share on social media how their parents or family members felt after trying REVIVE and EDGE, so each post worked as a family testimonial rather than a personal endorsement by the creator.

Kobe reports 227,965 outreach and 7,063 engagements for the campaign, while a client testimonial attributed to Chris, Director of Operations, praises the agency's attentiveness to the brand and its messaging throughout the work.

Strategy Breakdown

Individuals aged 30 and above who want to optimize their mental performance and combat brain aging, reached alongside a younger generation of social media users through their parents and family members.
As a new health supplement in Singapore, Senescence had to build brand credibility as well as brand awareness, so the work needed a source of trust beyond the brand's own claims about mental performance and brain aging.
Kobe notes that social media is more popular among the younger generation, so it addressed the older target through younger influencers describing their families' experience rather than speaking to the over-30 buyer directly.

Creative & Execution System

Partners

  • Kobe

Results & Evidence

MetricValue
Outreach228K Outreach
Engagements7,063 Engagements

Why Kobe's strategy worked

  1. 1

    A health product aimed at older buyers can reach them through younger relatives on social media, because a child describing a parent's experience carries the product into family conversation rather than relying on the buyer's own feed.

  2. 2

    A new supplement brand short of credibility can borrow it from observed experience, because a report of how a family member felt after trying the product is harder to dismiss than a claim the brand makes about itself.

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