Dr. Amanda Frick, ND, LAc, serves as the company’s vice president of medical affairs and spoke to NutraIngredients about Thorne’s ongoing social media campaigns and how it utilizes influencers to get health and wellness messages across, including in the sports nutrition space.
Pairing doctors and influencers
Thorne says Facebook advertisements that include a physician talking about the brand and why they trust and recommend Thorne supplements performs well, and research backs that up.
“We know that a certain segment of our customers really looks to their source of truth from physicians, and so [those ads] perform well with them,” Frick said.
Thorne’s demographic data also shows that its female audience resonates with the influencers the company uses, those who are relatable popular culture figures, she added. One of those influencers was Karlie Kloss, an American supermodel, author and philanthropist focused on fitness and wellness trends that the company hired for its Find Your Way campaign.
There is not always harmony when it comes to the influencer network. When one influencer posted comments about Thorne’s products being unsafe, another one not associated with the brand came to the defense of the company. It was a battle between influencers.
“The goals for our social media team are to continue to connect through our platform with our community and with our influencers to make sure that we continue to provide the content that they’re hungry for and the information they’re looking for. This includes our sports and active nutrition community,” Frick said.
She added that Thorne has a wide range of influencers they have employed, from professional athletes to health coaches and social media wellness experts, helping not only inform future social media campaigns but also educational resources and product development.
