Abbott’s March campaign wasn’t just a marketing burst — it was a record breaking moment. With bold creative, sharp influencer partnerships, and smart platform strategy, the brand achieved its highest ever prompted awareness score in over two years of tracking — and saw a major sales surge to match.
In just the third week after launch, sales across the entire Gluten Free range jumped 20%, driven by a campaign designed to meet modern shoppers where they are: online, engaged, and ready for better choices.
The campaign reached more than 5.3 million people and amassed 9 million views across influencer content alone. Key creators including @yumglutenfree, @createcookshare, and @marikaday brought authentic, trust-based storytelling to the forefront — with content that resonated deeply with health-conscious and coeliac-friendly communities.
Each channel had a role to play:
Facebook reached nearly 1 million users with boosted content and became a surprising powerhouse for reach, with an 850K% increase in impressions month-on-month.
Above the line, media was dialled in for efficiency, with CPMs dropping to as low as $1.69 — well below category benchmarks. Meanwhile, boosted influencer content kept organic energy high and conversion-focused.
With more than 22 million views across all content and a sharp focus on gluten-free relevance, this campaign proved that when storytelling and strategy align, real business results follow.
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