How we countered IBS stigma with probiotics and community
Culturelle had a science-backed probiotic product designed for people living with the symptoms of Irritable Bowel Syndrome (IBS).
STRATEGY
We used our proprietary ID technology to find people with social media followings of all sizes willing to speak openly about their experiences with IBS and the ways they manage their condition. We ultimately identified and worked with 56 content partners to create a campaign that promoted a safe space on social media for people to talk about IBS and management options, like Culturelle.
The negative stigma associated with IBS means many people who have the condition are uncomfortable talking about it, let alone how to manage it.
AMPLIFICATION
A community willing to go beyond stigma and talk about IBS is one willing to talk about management options too. We used selected content from the 56 collected stories to build out a paid marketing campaign that focused on the benefits of Culturelle’s probiotic products to a built-in community. It went on to perform nearly two times better than average influencer campaigns.
This makes it harder for people who do want to discuss IBS to find safe spaces to connect and share tips.
RESULTS:
Our campaign successfully helped normalize talking about IBS on social media and encouraged patients to take charge of their gastric health. It went on to perform nearly two times better than average influencer campaigns.
Born out of DARPA in 2018, People First built the first AI database
capable of sourcing stories from patients, caregivers, and health
professionals for any condition, medication, provider, or product.