Proof led influence, performance led results for ARTAH 

ARTAH came to OOB to win in a saturated wellness market where trust is everything. With an award winning, clinically led product range built around gut health, the brief was clear: build credibility first, performance second, and do it without the over-commercialised influencer playbook. We designed a structured creator ecosystem that prioritised authority, education and real life routines, pairing expert led creators with lifestyle storytellers and community voices. We ran the whole thing as a funnel: gifting to seed, affiliates to prove and paid to scale. We worked with creators from end to end across briefing, management and delivery to ensure that the product and message landed, every time. The outcome was an authentic, approachable, credibility-led campaign with clear trust and storytelling signals that delivered. 

The Challenge

ARTAH operates within a highly saturated wellness market where credibility and trust are critical to conversion. With a clinically led product range focused on gut health, metabolism and longevity, the brand needed to grow awareness and drive sales without falling into the trap of over commercialised influencer marketing.

The challenge was not simply visibility. It was about showing up in a way that felt informed, evidence based and genuinely helpful to consumers who are increasingly sceptical of wellness claims. ARTAH needed to be positioned as a trusted authority rather than just another supplement brand.

The brief was clear. Build credibility first, performance second. And do it in a way that felt authentic, expert led and rooted in real life routines rather than overt promotion.

Our Approach

We designed a structured influencer ecosystem that prioritised trust, education and long term value over quick wins. Rather than chasing reach for the sake of scale, we focused on building a balanced network of creators who could collectively drive authority, relatability and performance.

Our strategy was built around three core principles.

Credibility over clout

We prioritised wellness experts, fitness professionals and respected lifestyle creators with proven audience trust. Follower count was secondary to audience alignment, subject matter authority and the ability to communicate health topics responsibly.

Storytelling over selling

Creators were encouraged to integrate ARTAH naturally into their existing routines, protocols and personal health journeys. Content focused on outcomes, education and lived experience rather than product features or hard sell messaging.

A funnel, not a one off

Gifting, affiliate and paid partnerships were treated as stages within a longer term relationship. This allowed us to test content styles, assess audience response and identify high performing creators before scaling investment.

Educational, rather than just pushing a product

Education sat at the heart of the strategy. Rather than simply promoting products, creators delivered value driven content that explained benefits, routines and real world application. This helped audiences understand not just what ARTAH is, but how and why it fits into everyday life.

To support this, we actively researched emerging wellness trends and worked closely with the ARTAH team to align influencer output with product priorities. For example, identifying creatine as a growing trend and sourcing creators like Sophie Waplington who could authentically introduce ARTAH’s new product in a way that felt credible and timely.

All activity was supported by clear creator briefings, tailored usage protocols and a robust performance framework using tracked affiliate links and story analytics.

Execution

The campaign employed a mix of mid-tier, macro, and specialist creators across Instagram, primarily utilizing Reels and Stories for reach, engagement, and conversion. Activity was intentionally segmented to achieve a balanced presence across expertise, lifestyle, and community:

• Group 1: Expert-led and Credibility-driven
  • Included wellness experts, practitioners, ex-athletes, performance coaches, health journalists, and thought leaders.
• Group 2: UGC and Lifestyle Storytelling
  • Focused on health and wellness enthusiasts, busy professionals (e.g., mums balancing work/life/health), and personal wellness journeys grounded in real routines.
• Group 3: Community Builders
  • Comprised leaders driving conversation in the wellness space, and mental health/self-care advocates.
• Group 4: Specialist Platforms
  • Included TikTok creators for short-form, high-engagement content (like daily routines/supplement stacks) and YouTube influencers for longer-form educational content on topics like metabolism, gut health, and longevity.

Key creators involved were Talilla Henchoz (gut health protocol), Jim Chapman (fitness-led story content driving affiliate performance), Verity Bowditch, and Malin Andersson (testing lifestyle-led wellness content).

In addition to paid partnerships, an always-on gifting programme was maintained to seed future relationships, explore new wellness verticals, and embed the brand organically within offline wellness spaces, community events, and across different life stages (e.g., families, athletes, nutritionists).

Results

Rather than focusing on vanity metrics, success was measured through meaningful engagement, quality of reach and clear commercial signals.

Key highlights included Talilla Henchoz’s Reel, achieving 34.9K views alongside 18.9K story impressions directly linked to affiliate activity. Jim Chapman’s story content generated between 167K and 169K impressions, significantly outperforming his paid reel activity and reinforcing the role of stories in driving conversion.

We gained clear insight into which content styles converted best. Fitness led, results driven storytelling consistently outperformed broader wellness messaging. The programme also provided strong signals on which creators to scale and which to pause, allowing us to refine the roster with confidence and improve budget efficiency.

Crucially, ongoing gifting and relationship building resulted in deeper brand affinity, with creators continuing to feature ARTAH organically and bringing the product into wellness events and community settings.

Key Learnings

• Audience alignment matters more than follower count. Creators with a clear fitness or gut health narrative delivered significantly stronger results.
• Stories outperform reels for conversion. Affiliate linked Stories proved to be the most effective format for driving action.
• Short, specific content wins. Reels under one minute with a clear hook and outcome performed best.
• Long term partnerships unlock stronger ROI. Creators invested in the brand story consistently delivered higher engagement and credibility.
• Leaning into the most casual, relatable version of the brand helped make health feel accessible. Snackable, digestible content performed best when it showed that wellness is achievable rather than aspirational.

Community driven storytelling helped reinforce the idea that better health is something you build over time, not a quick fix.

The Impact

This campaign laid the foundations for a scalable influencer programme rooted in trust, performance and clarity.

ARTAH now has a clearly defined influencer funnel, established performance benchmarks and a proven shortlist of creators ready to be scaled into long term paid partnerships.

Most importantly, the brand showed up in feeds in a way that felt credible, human and genuinely useful. Not just sponsored content, but trusted guidance within an increasingly noisy wellness space.