Vitabiotics Wellness Score

Vitabiotics understands just how important personal wellness is at every stage of life. The challenge for us was to build interactive web tools and standalone pieces of content with amazing shareability.

At FireCask, we have great experience in interactive content marketing, so this was an exciting project for us to be able to work on.

Brief

As part of this project, it was our main goal to propose interactive content ideas and produce interactive web tools based on those. The concept behind the Wellness Score tool was to help Vitabiotics’ consumers understand their own wellness, as well as how to maintain and improve it.

The Wellness Score tool invited the user to input anonymous information about their lifestyle by answering 12 questions. The tool then calculated their ‘Wellness Score’, ranging from 1 to 100 based on a unique matrix.

Using this score, the tool automatically suggested further resources to help the user improve or maintain their score. This was with the aim of keeping them feeling well.

Services Provided

• Research & Planning
• Design & Development
• Outreach & Digital PR
• Supporting Content Onsite & Offsite
• Paid Social Media Services

We designed and developed the Wellness Score, an evergreen interactive calculator that provided users with their very own ‘wellness score’ based on the answers they provide. The interactive web tool was an additional element to the campaign work we had been carrying out for Vitabiotics.

We formulated a link acquisition and digital PR campaign with targeted ideation and feature pitching to a wide variety of high-quality publications. The Wellness Score was not only a vital part of our link acquisition strategy for Vitabiotics, but we also weaved this into our onsite content strategy for them. This was done in order to deliver engaging blog content designed to resonate with Vitabiotics’ target audience and drive traffic from long-tail search queries.

Results

We launched the Vitabiotics Wellness Score interactive quiz on 16th August 2016, during ‘Healthy Eating Week’. We did this to work in tandem with our outreach and digital PR campaigns. This targeted the relevant publications at a time when they were looking for content to support their editorial calendar. This was a vital component when so many other companies were competing for the same coverage.

During launch week, the Wellness Score had a total of 1,000 page views with a 15% click-through rate (CTR) to a Vitabiotics product page, and we achieved 15 high-quality linked pieces of content in the first 3 months.

In the first 12 months of the Wellness Score interactive content marketing, there were 50,000 unique completions, with overall traffic to the Wellness Score accounting for 8% of the total traffic to Vitabiotics during this period.

Source: Vitabiotics Wellness Score case study, firecask.com/case-studies/vitabiotics-wellness-score/