Lean and mean: cracking Australia’s supplement market
CLIENT
BrocSprout 2
INDUSTRY
Health
SERVICES
Research, strategy, sales promotions, social media, marketing collateral
The challenge
Fresh off a US triumph, an Australian-owned supplement brand faced an uphill battle upon returning home. Unlike their Stateside experience, they were now restricted by a modest budget and a single channel to market. They needed to identify exactly who was using health supplements in Australia and how best to reach them—without overspending.
72%
took vitamins or supplements
for general wellness
Discovery
Spinifex conducted an online survey of 200 local supplement users. The data revealed that 72% took vitamins or supplements for general wellness, and 18% used them as complementary medicine for health concerns. These insights highlighted a ready audience, but the question remained: how to tap into it efficiently with budget constraints?
Design
Our team translated these consumer insights into a lean, three-stage marketing strategy that fit the small business owner’s limited resources.
Stage One emphasised pinpoint targeting: focusing ads where they would have the highest impact on social media.
Stage Two leveraged micro-influencers in fitness and wellness, who, despite having smaller followings, held strong credibility among their audiences.
Stage Three underscored the product’s Aussie roots and robust evidence, delivering trust and clarity to potential customers.
Delivery
With only one sales channel available, every ad dollar had to count. Spinifex rolled out carefully timed social media campaigns featuring personal success stories and a spotlight on local brand heritage. Micro-influencer partnerships delivered highly engaged audiences, maximising return on each interaction.
Results
Steady, organic sales growth and rising brand awareness proved that success doesn’t require a massive budget. Although the resources were modest, the brand’s newfound presence gave the small business owner a tantalizing glimpse of an even brighter future ahead.