As the e-commerce site of Laboratoire Abiocom, Nutrivie aims to offer the best of nature through high-quality dietary supplements, cosmetic care products, and organic and natural makeup.
Laboratoire Abiocom is a Toulouse-based company specializing since 2007 in designing and distributing natural, certified ecological and organic products.
It brings together several brands for consumers, namely Nutrivie, Cap Cosmetics, Benecos, Aquasilice, Biorelax, P.O.P, and Benecos. These products are distributed in organic stores and on the Nutrivie e-commerce website.
Laboratoire Abiocom collaborates with more than a dozen French manufacturing partners and chooses to prioritize the best organic active ingredients to produce high-quality formulas.
The brand primarily targets women between 25 and 45 years old, who are committed to improving their physical and mental well-being, and are concerned about the composition of the care and beauty products they use daily.
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Nutrivie’s Mission: To Establish Itself as an Expert Brand in Natural Health
Democratizing and expanding the consumption of natural and organic care products, providing advice and assistance to new consumers who wish to turn to a healthier and more environmentally friendly lifestyle: these are the objectives of Laboratoire Abiocom through the Nutrivie website.
Environmentally Friendly Products
To achieve this goal, Laboratoire Abiocom chooses to develop only formulas composed of ingredients cultivated in compliance with current organic charters. The dietary supplements are designed using plants selected for their high concentration of natural actives, to ensure adequate dosage and optimal effectiveness.
Regarding certifications, the products benefit from the following labels: Ecocert, Cosmebio, Cosmos Organic, Vegan Society, and AB (Organic Agriculture). The products are free from parabens, PEGs, phenoxyethanol, propylene glycol, or nanoparticles.
They are entirely manufactured in France.
Authentic Video UGC for Quality Social Ads
The ambassador campaigns implemented by Nutrivie via Trustt have collected more than 800 quality reviews (text and video), aimed at improving brand awareness and promoting its products.
The video review campaigns strengthen consumer confidence in new product ranges, while providing the brand with authentic content that is easily shareable on social networks and in Social Ads!
Video Reviews: A Vector for Reassurance and a Conversion Accelerator
“95%: that’s the retention rate achieved by the video format, compared to only 12% for text” (Social Media Video).
It’s now impossible to ignore this booming format. Fun, easy to share, more interactive, more human, and authentic, video reviews allow creating a connection between brands and consumers.
Nutrivie has implemented several video review campaigns on different products (hair gummies, immunity and sleep supplements, makeup palette, Manuka honey body balm, Prickly Pear seed oil), to gather 360° testimonials on new ranges and best-sellers.
Trustt’s highly segmented video review functionality allows potential consumers to view video capsules that inform them about each product criterion (effectiveness, usage, sensory experience, etc.).
When we know that the presence of 50 text reviews on a product page can increase the conversion rate by 30%, it seems logical that a video review has even more chances of convincing the internet user to make a purchase.
To ensure the success of its video review campaigns, the Nutrivie teams took care to detail their expectations precisely in the instructions provided to selected ambassadors: tips for successful videos, scenario ideas, showing product application on the skin, etc.
These guidelines have thus made it possible to collect quality videos, sources of reassurance for future customers. They are thus able to envision their purchase and be reassured about the quality and effectiveness of the products.
To further engage its ambassadors, Nutrivie offers them a promotional code to use on the site, while informing them that the best content will be reshared.
Video UGC as a Basis for Sponsored Content
The content produced by the ambassadors is UGC that can be freely used by the brand for all its communication channels, but also for sponsored publications!
Nutrivie indeed aims to reuse this content for Social Ads, particularly on the occasion of new product launches.
The quality of video reviews allows for the creation of high value-added sponsored content, in which users speak to express their positive impressions. These authentic UGCs are a source of reassurance for internet users: proof of this is that they have helped boost traffic to the Nutrivie site.
Why Use Video Reviews in Social Ads?
- The internet user identifies quickly and easily,
- The testimonial is authentic but qualitative,
- The vocabulary is accessible and within everyone’s reach,
- The messages are short and impactful.
A Challenge of Reassurance and Awareness for Nutrivie
In addition to broadcasting sponsored content based on video testimonials, Nutrivie also aims to develop its brand awareness, while collecting precise consumer insights to better understand consumer expectations. It is in this context that the Trustt solution comes into play.
Ambassador Campaigns to Boost Product Awareness
The Abiocom laboratory chooses to equip itself with Trustt and implement an ambassador program on its BtoC website Nutrivie in order to have interested consumers experience its products.
More than 20 ambassador campaigns have already been initiated (food supplements, makeup, body care products, etc.), allowing to benefit from detailed feedback in the form of text or video reviews integrated into the corresponding product pages.
Candidates are selected based on their profile (age, number of followers, engagement rate on their social networks, types of content produced, affinity with the brand and its values, consumption habits, etc.), and their responses provided in the application form.
They then have the mission to provide detailed feedback on the care product or food supplement received, in text or video format.
The Benefits?
- Increase the number of reviews on product pages,
- Know the impressions of users,
- Boost product awareness,
Better understand its targets through segmented and recent insights
The data collected through the application form also allows to better understand consumers’ purchase motivations, their barriers, consumption habits, current trends, or their needs.
These ultra-segmented insights are valuable sources of information regarding consumer issues, ensuring that the brand offers products that are truly expected, and avoids product failures.
With more than 20,000 candidates across more than 20 launched campaigns, Nutrivie benefits from a precise vision of its target audiences’ usages, as well as their expectations and detailed feedback serving the continuous improvement of products.
Proven Effectiveness Data Serving Nutrivie’s Brand Awareness
At the end of the campaigns, a usage test can be sent to the ambassadors.
“This feature allows us to avoid going through independent labs, which are often very expensive, and thus be able to affix the mention proven claim” (Mélissa Chanrion, E-Commerce Manager, Abiocom Laboratory)
These usage tests comply with current regulations and allow for the inclusion of the claim “proven effectiveness”, a source of reassurance for consumers.
Conclusion
While the Abiocom Laboratory is already well established in the BtoB market for natural cosmetics and food supplements, its major challenge is to succeed in developing the brand awareness of its BtoC site Nutrivie, as well as its products.
Trustt’s ambassador campaigns allowed the brand to:
- Develop a community of over 1200 ambassadors,
- Collect more than 2800 opt-ins,
- Benefit from more than 800 detailed reviews (average of 4.5/5)
- Reuse UGC for Social Ads and posts on its social networks,
- Conduct usage tests compliant with regulations,
- Boost awareness of best-sellers and new products.
