Benecol Ireland

THE CHALLENGE

People scroll past brands on social because they don't like ads. Benecol just created their own Irish accounts and needed to mean something to their own audience. Communicate the efficacy and health benefits of their products. Needed to provide all services from concept to production to editing, posting, measuring and strategising.

In Jan 2023, we came on board as the new local agency for Benecol Ireland. The challenge was to reimagine the approach to social media and move away from the tendency to produce overly commercialised content that appears heavily branded. Having separated the social media accounts into “UK” and “Ireland” there was a real need in 2023 to build real connections with the Irish audience and add a human element to the creative that was previously more clinical. The requirement on us was to provide all services from concept and ideation to production and publishing. 

Our goals were to establish a uniquely Irish Benecol presence across relevant social channels, build a connection between Benecol ‘the brand’ and communities across Ireland, and to educate and inform our audience about living a healthy life with a happy heart. Focusing on tentpole moments throughout the year in line with campaign spikes, we devised an array of content pillars and content types to create a rich tapestry of engaging social content that could be seeded out throughout the year. Bringing a human element to our content was vital, and so the focus went into telling stories of the heart (cholesterol personal journeys) and heart of the community journeys.

DESIGN APPROACH

The goal we set out to achieve were; Steer clear of heavily branded visuals resembling advertisements and focus on crafting compelling, emotional, and impactful content that grabs the user's attention; Design content that is shareable and worth saving, with a particular emphasis on showcasing product efficacy; Maintain and enhance a robust, well-balanced brand presence.

By centering the Benecol consumer in our content strategy, we provide them with a reason to care—about their heart health, and their loved ones, and make manageable lifestyle changes, all supported by Benecol. The audience guides the content direction, with pillars addressing their needs, passions, and requirements. Initiatives like the Heart of the Community and Benecol BakeUp campaigns involve the audience in shaping the content. This approach, rooted in listening and creating bespoke content, establishes a connection and support for the audience, fostering familiarity and engagement, much like seeing a post from an old friend.