Case Study: Nutricia Real Food Blends

Harnessing the power of real people’s stories

The impact of customer testimonials in the patient community.

Overview

Real Food Blends launched with a mission-driven social campaign: “Get to Know Real Food.” The brand’s message was simple: to put real food on the table for people living with feeding tubes. Driving awareness that options existed was important, as many parents, caregivers and healthcare providers in the feeding-tube community believed commercial formulas were the only solution. But reaching more people wasn’t just the issue; the brand knew they also needed to touch people to make a real emotional impact.

Challenge

Real Food Blends reached out to LiveWorld on how to best amplify the brand’s message. They needed to tell the story of the real difference their products could make in people’s lives who are affected by this genuine need for real food, convenient options, and variety. Knowing that there is no substitute for hearing real stories from real people, LiveWorld and Nutricia worked together to find several emotional, powerful, and authentic customer testimonials that would showcase the difference Real Food Blends has made in real people’s lives – and that would inspire and encourage the feeding tube community to share their own stories as well.

LiveWorld conducted extensive organic research on TikTok, and hand-selected two influencers adept at offering parenting advice for parents of teens (grades 8-12) with safe, family-friendly content on their channels.

Solution

LiveWorld captured two set out to find 3 compelling stories of Real Food Blends users, documenting their journey from the start: following their G-tube journey, when they became aware of the brand, and then revealing how discovery has made a difference in their lives.

A lengthy recruiting period led the team to Tameka and her daughter Evely. Evely had several complex conditions, leading her to require a feeding tube, but her body rejected commercial formulas. It would require Tameka to hand-make every single meal for Evely – a time-consuming and exhaustive undertaking. Tameka’s emotional journey, from finding Real Food Blends to becoming a loyal user, was the perfect first story to tell. Tameka was able to add a human face to the story of a parent’s basic need to feed their child – and add dimension to how essential Real Food Blends was for her to fulfill this critical need.

Ultimately, three touching long-form videos were produced with several additional pieces from the shoots leveraged in content such as social ads and digital banners in LiveWorld’s omni-channel approach to this campaign.

Results

During the run of this campaign in 2023, testimonial-based ads became the top-performing ads for Real Food Blends. Social posts featuring Tameka’s journey were particularly successful in driving awareness and conversion. In addition, the video campaign was featured during in-house events at the company, boosting morale by showing employees that their efforts have a real-world impact on people while personalizing the company mission.

* 470,000 impressions over 4 months

* 200,000 clicks, generating $0.33 per click