BRAND OBJECTIVE
Herb Pharm was looking to re-position the brand as a wellness ally and less as a "medicinal alternative". The brand had never done influencer marketing nor looked to tap into a younger audience. Herb Pharm understood it needed to adapt its market position or it would get out grown by its competitors.

23

Influencers

Hired

5.05%

Engagement 

Rate

404%

Increase in Sales on 

Instagram

480%

Increase in Sales on 

Facebook

EQREATIVE STRATEGY
EQ built the Herb Pharm influencer strategy from the ground up. First, tapping into the brand's core demo, which was herbalists but also extending out to lifestyle creators who had a lighter, more approachable side to the brand. EQ ran campaigns across the brand's core 24 products and strategized on messaging that was relatable, and that took the brand closer to "wellness" than medicine." An example of this creating content that showed using the product in recipes for every day use (preventive) versus using it to feel better from a cold. Running top-of-funnel campaigns right down to hyper-focused conversion.
TALENT STRATEGY
First, tapping into the brand's core demo, which was herbalists, to further educate on the uses of the product. But EQ also extended out to lifestyle creators for a lighter, more approachable side to the brand. Selected influencers who had a highly engaged audience but, more importantly, high sentiment. We understood the community aspect to the influencer audience would play a big part here as the product is something you put into your body, the trust needed to already be established for the influencers running conversation campaigns.

CONTENT: "Fan favourites" campaign

CONTENT: "children's medicine shortages" campaign

CONTENT: "new year new me" campaign

CONTENT: "starter/mixology collection" campaign

CONTENT: "mother's day" campaign

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about eq

EQ is North America’s #1 creative influencer marketing agency responsible for curating some of the world’s first-of-their-kind brand collaborations, partnerships and content! Leading brands leverage us to enable their business to grow their digital footprint to turn online engagement into online/offline purchasing action.

EQ’s mission is driven by growth and will to win mentality. We started as a 1-person firm enabling businesses with sales and marketing expertise to grow their businesses and tee up their sales and marketing teams. Grit, determination and hard work provided our massive pivot (and blow-up) during the pandemic to lean into a more digital lens with our brand partners. Leveraging relationships and creating an ecosystem for business-minded people, we curated a unique intersection for brands, influencers and athletes to meet and collab.

 

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