The Challenge
Complete Me is an award-winning nutritional supplement brand offering all-natural products across energy, sleep, and skin health. Despite strong product credentials, the brand was struggling to broaden awareness among its key lifestyle demographics.
The supplements market is not a space where paid advertising alone builds trust — real user testimony is invaluable. The challenge was twofold: identify the right voices to represent the brand, and structure a campaign that could create a compounding effect across multiple touchpoints in the target audience’s feeds.
Our Approach
Terrier organised and delivered a targeted micro-influencer campaign, structured in deliberate phases to maximise reach, relevance, and return on investment.
Instagram was selected as the primary platform based on audience alignment and ROI modelling, with bloggers and YouTube creators activated as supporting channels to extend reach through long-form and video content. Micro-influencers were prioritised over macro celebrities because their audiences are more engaged and their endorsements read as personal testimony rather than sponsored advertising — exactly what the health and wellness niche demands.
Influencers were deployed in waves across three months, with each wave built around a specific product from the Complete Me range. The wave structure meant highly relevant users encountered the brand through multiple credible voices in the same space — a surround-sound effect rather than a single touchpoint.
The Results
Across the three-month campaign, Complete Me’s products were put in front of its target demographics through varied, credible sources across Instagram, blogs, and YouTube — reinforcing brand recognition through authentic testimony rather than repetitive single-channel exposure.
