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.