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).
