Holland & Barrett x The Good Influence – Wellness That Works

The Challenge

As a 100-year-old health retailer, Holland & Barrett was perceived primarily as a destination for older parents rather than younger demographics, creating an urgent need to shift perception toward a credible modern wellness brand among 25-to-39-year-olds.

The Strategy

Recognising that broad targeting was capping brand reappraisal, the strategy segmented the target audience into 12 distinct "Influencer Tribes" aligned with key commercial categories. Each tribe operated with dedicated creative codes, casting briefs, and content territories to maximise relevance.

Execution and Innovation

The team built a closed-loop ecosystem driven by long-term creator partnerships, a Cotswolds creator retreat, in-store gifting suites, and creator whitelisting. This was supported by a measurement layer designed to evaluate belief, trust, and behavioral shifts alongside traditional reach.

Results

In Q1 alone, the campaign delivered 666 pieces of content and 538 activations, driving a 39 per cent year-on-year increase in reach. The program delivered a nine per cent direct sales uplift and achieved its strategic objective with a 13.2 per cent audience shift toward under-35s.

Judges' Verdict

"The direct impact on sales and brand uplift clearly showcase the program did it's job, and I love that they've found a winning formula they can bring to others."