Holland & Barrett x The Good Influence – Wellness That Works

The Challenge

The 100-year-old health retailer needed to modernise its brand image to effectively reach and engage a younger target demographic aged 25 to 39 within a highly competitive market.

The Strategy

Moving away from broad audience targeting, the campaign segmented the target demographic into 12 distinct influencer tribes. Each tribe was aligned with specific commercial product categories and tailored creative codes, backed by a measurement framework tracking shifts in consumer belief, trust, and purchase behaviour.

Execution and Innovation

The strategy built a comprehensive, closed-loop ecosystem incorporating long-term creator partnerships, an immersive Cotswolds retreat, in-store gifting suites, and targeted paid whitelisting. In the first quarter alone, the initiative generated 666 pieces of content across 538 individual activations.

Results

The campaign achieved outstanding commercial metrics, delivering a 39 per cent year-on-year increase in reach, a nine per cent direct uplift in sales, and a 13.2 per cent demographic shift towards under-35 consumers.

Judges' Verdict

"A masterclass of a campaign! As close to perfect as could be – from start to finish. Very well-deserved recognition."