AxisBiotix

Building knowledge and understanding of the link between gut and skin health through a targeted health PR campaign.

AxisBiotix’s most recent scientific breakthrough is the invention of a new live bacteria food supplement called AxisBiotix-Ps – made up of a specific blend of bacteria that uses gut health science (PROBIOACT technology) to support positive changes in skin health, especially for those living with skin conditions such as psoriasis.

We were briefed to launch AxisBiotix-Ps to media and drive consumer demand by educating target audiences about how maintaining good gut health can support symptoms associated with skin conditions.

A key part of our strategy was to tap into our health and wellbeing media contacts, getting the supplement into their hands, encouraging product trials, valued feedback from key journalists, and subsequently, product placement opportunities.

Strategy

We built trust with our audiences by profiling Dr. Catherine O’Neill, Chief Science Officer at AxisBiotix, placing her in thought-leadership articles, profile pieces and features across top tier media titles.

We crafted reactive and proactive pitch angles to secure expert commentary opportunities on key issues associated with skin conditions.

Content was tailored to engage with three different target audiences, including those suffering with psoriasis, health ‘aficionados’ and parents of children with skin conditions.

To drive customer engagement and tap into a wider audience we shared consumer stories placing case studies of individuals living with psoriasis sharing their journey and how their skin had improved after using AxisBiotix.

Results

The team achieved a stream of media coverage across national, consumer and lifestyle titles including Marie Claire, Mail Online, The Sun, Notebook, S Magazine, Daily Express, Prima, and more.

Alongside our press office activity, we worked with a well-known influencer, Jess Wright. Jess has openly shared her experience with psoriasis on social media and mainstream media in the past, and her audience demographic aligned perfectly with AxisBiotix.

As part of the agreed deliverables, Jess created and shared high-quality, authentic content on her social media channels about her experiences with AxisBiotix and how it helped her psoriasis symptoms. The content featured an exclusive discount code which allowed us to directly track sales as a result of the partnership.

To maximise the partnership to its full potential, we turned Jess’ social media posts into an engaging news story for celebrity writers and showbiz media titles, resulting in dedicated features on Mail Online (x2) and The Sun.

Highlights from the AxisBiotix campaign activity over a six-month period included: