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DTC women’s health brand looks to build community on Instagram, TikTok


Perelel is a pre-and postnatal vitamin model based by obstetrician-gynecologists two years in the past to assist ladies’s well being. Now, the direct-to-consumer model is leveraging influencer advertising on Instagram and TikTok to extend model consciousness and share academic content material on every stage of womanhood.

Perelel seems to be to offer ladies with clear, focused diet merchandise for every distinct stage of their reproductive lives. As for the model’s general promoting technique, it’s leaned into influencer advertising, which permits the corporate to extend model consciousness whereas reaching ladies through social media.

Perelel manages influencer relationships by way of academic programming, reside occasions, product trials, formulation opinions, editorial storytelling and different efforts. For instance, Perelel aligned with model companion Cadence to supply a limited-edition GWP Perelel x Cadence capsule, as a part of its 360 technique for PCOS Assist through built-in influencer advertising campaigns with centered messaging distributed throughout a number of channels.

“We layered that [influencer marketing] technique with a co-gifting program that allowed us to succeed in ladies exterior of our present model universe who additionally share our values,” Perelel co-founder Alex Taylor mentioned.

Perelel additionally had longtime companion and well-known PCOS advocate Pia Baroncini, founding father of olive oil model Baroncini Import and Co., introduce Perelel to her neighborhood. The viewers was a very good match for Perelel as a result of Baroncini had beforehand shared posts about her personal PCOS journey.

Perelel’s method included giving items to current prospects, a lot of whom had beforehand inquired about PCOS merchandise. “We gifted them by way of an early entry program to permit them to trial and share their experiences throughout social and our web site, which additional helped with natural amplification,” Taylor mentioned. The trouble resulted in an 18% improve in Instagram and TikTok followers during the last three months, in keeping with Hootsuite information.

It’s unclear how a lot Perelel put towards the influencer advert spend, as Taylor didn’t present specifics, and firms that observe advert spending together with Pathmatics and Kantar didn’t have figures for the corporate. In line with Taylor, Perelel’s influencer advert spend was lower than 20% of the model’s paid technique for this particular product launch.

In Perelel’s case particularly, their influencers are selecting to be unfiltered and say stuff you usually solely hear from shut buddies. They’re leaning into relationship advertising.

Jacquie Kostuk, director of artistic technique, FUSE Create

“Whereas we assumed this product would probably be extra of an ‘add on’ to an current Perelel pack subscription,” mentioned Taylor. “We immediately noticed that it was a class creator with new prospects signing up for PCOS Assist as a standalone, though many additionally added on a Perelel pack to finish their buy.”

Tales about ladies’s real-life experiences with Perelel merchandise by which they’re candid and clear about what their our bodies endure might be powerfully relatable, in keeping with analysts. DTC interval care model Viv additionally tapped into this neighborhood, the place ladies are candid about their menstrual cycles. 

Partnering with influencers from varied disciplines, channels and backgrounds assist manufacturers generate trust with consumers. Listening to messages from influencers is akin to word-of-mouth from a peer — on this case, a digital one.

“In Perelel’s case particularly, their influencers are selecting to be unfiltered and say stuff you usually solely hear from shut buddies. They’re leaning into relationship advertising,” mentioned Jacquie Kostuk, director of artistic technique at artistic company FUSE Create.

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DTC women’s health brand looks to build community on Instagram, TikTok



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