The Challenge
All Real Nutrition sells whole-food nutrition products. Nutrition is a category where audiences are sceptical of claims and quick to spot a creator promoting something they do not use. Filtering mattered more than reach.
Our Approach
We reviewed the creator pool at scale and published from a deliberately small shortlist.
- 8,546 creator profiles were reviewed to build the shortlist
- Selection weighted genuine category interest — creators already posting about nutrition — over follower count
- Audience fit was confirmed before any outreach was sent
- Content was approved against brand guidelines before going live
Reviewing 8,546 profiles to publish 67 pieces is a deliberately low conversion rate. It is what keeps the content credible in a category built on trust.
The Results
67 pieces of content reached an audience of 694,987, drawn from a pool of 8,546 reviewed creator profiles.
Why a Low Conversion Rate Was the Right Call in Nutrition
Nutrition audiences are quick to spot a creator promoting something they clearly don’t use, so the campaign was built around filtering rather than reach from the start: 8,546 creator profiles reviewed for genuine, pre-existing category interest — people already posting about nutrition, not people willing to post about anything for a fee — before any outreach went out. Publishing from that review down to 67 pieces of content is a deliberately low conversion rate by outreach standards, and it is the trade-off that keeps the content credible in a category where audiences discount anything that looks paid.
What 694,987 Reach From a Screened Shortlist Represents
67 pieces of content reaching 694,987 people, drawn from a pool of 8,546 reviewed profiles, is a measure of how far the filtered content travelled — not how many people bought a whole-food nutrition product on the strength of it. In a category where trust is the barrier to purchase rather than awareness, that reach represents exposure to content from creators who already had category credibility, which is a different, harder-to-buy kind of visibility than reach bought through volume alone.
