Absolute Collagen
How Absolute Collagen joined one of Mumsnet’s busiest conversations and drove CTR 20x above benchmark
Putting Absolute Collagen at the heart of our weight loss community drove engagement well above benchmark, with skin CTR reaching 20x KPI and 5.6 million impressions across the campaign
Weight loss is one of the busiest conversations on Mumsnet. People who are losing weight compare what they’re taking, what’s working and what nobody warned them about, and they trust each other’s experience more than anything else. Around 150,000 people read these conversations every month.
Our partnership with Absolute Collagen put the brand inside that conversation while it was happening. Over three months it combined 100% share of voice across seven weight loss talkboards, feed ads, sponsorship of the weight loss email and content hub, and a brand-led editorial article.
The results: 5.6m impressions and a site skin CTR 20x the display KPI, alongside email and editorial that beat their targets and a clear understanding on which messaging works best with this audience.
Download the case study below to see how we did it.
