VITAL PROTEINS (NESTLÉ HSC)
Vital Proteins – a day bigger than Black Friday
THG Ingenuity helped wellness brand Vital Proteins amplify the positive effect of being featured on ITV's This Morning, with sales increasing 1,026% compared to the previous day. Learn how we did it in our latest case study.
494%
new daily users on site
1624%
sales vs daily average
+1,122%
number of transactions vs. previous day
Vital Proteins X ITV’s This Morning
In August 2022, Vital Proteins was featured on the popular British TV show This Morning, and the brand witnessed record sales as a result. An ITV representative reached out to Vital Proteins via the live chat feature on their THG Ingenuity managed website to request product samples for a feature in the show's ‘ultimate guide to collagen’ segment, and in less than 24 hours, samples had been sent to the ITV studios. THG Ingenuity identified the opportunity this could present for the client and worked at pace to turn it into notable results.
Anticipating an increase in sales following the TV feature, THG Ingenuity planned website and marketing channel optimisations. This included paid media content creation, adding This Morning interest-based audiences to paid social targeting, designing bespoke banners for the UK site and sending out a post-show dedicated email.
In just one hour, Vital Proteins recorded record sales, delivering a 350% uplift in sales across the full day compared to the sales recorded across the whole of Black Friday 2021.
"A fantastic achievement by the whole Vital Proteins THG team! Well done! The team were proactive in bringing the opportunity to us, optimising our performance marketing and ultimately responsible for delivering the incredible results. Thank you!"
Phil Eustace
Nestlé Health Science DTC Lead
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