With a business model within B2B, BioGaia’s communication has previously focused on doctors and other healthcare professionals worldwide. Communication directly with consumers has mainly been handled by the distribution partners.
BioGaia is now investing in complementing its B2B model with marketing B2C, partly to strengthen the brand but also to support the distributors in more than 100 countries in which the products are sold. Stomach health, with probiotics in great focus, is a hot topic among consumers worldwide and much of the communication takes place in social media. This is where the collaboration with SocialView comes in, where the agency will be responsible for BioGaia’s first investment in content tailored exclusively for social media.
SocialView’s mission includes to strategically produce content intended for distribution among consumers in social media. The creative requirements are high – it must work globally and be in line with the Food Act for dietary supplements and at the same time comply with BioGaia’s brand, science and products. As a global player, the content should be both alerting and engaging for consumers in different countries, but above all act to increase knowledge about the importance of intestinal flora throughout life.