Launching next-gen gut research

The challenge: On January 11, 2021 ZOE published a paper In Nature Medicine, which, for the first time proved the relationship between our gut microbes and health outcomes. The paper highlighted 15 ‘good’ and 15 ‘bad’ bugs that contribute to insulin resistance, visceral fat, weight gain and more. Our challenge was to launch the findings in mainstream press across the United States demonstrating ZOE as the solution to better understanding your gut health and improving it through science.

The approach: Leading a brilliant team across communications, social media and content we focussed on identifying leading edge influencers and media. We zoned in on those who investigate gut health, fasting and innovative ways to manage health concerns like weight and blood sugar and asked them to help share our science and results.

Results: Our team who I led drove results-focussed coverage in print media like the New York Times, broadcast through local news stations like ABC Boston (see video below) and more. We sold out in just hours moving new customers to a waitlist and reduced WoW CAC by 96%.

Our New York Times article was shared with health influencers like Jonathan Neman from Sweetgreen on Linkedin and other social channels helping to drive our thought leadership with likeminded companies.

We also launched a test programme with key influencers in the US to have them trial the program and share their own results. This channel has grown by over 100% MoM and we are now in a position to learn from it to scale.