Symprove Ltd was founded in 2002, in the belief that recovering and maintaining a healthy gut balance can help people live a fuller life. Following almost a decade of research and extensive clinical trials, Symprove launched to the public as a live bacteria food supplement in 2010. In 2014, University College of London published an independent study concluding Symprove's live bacteria could successfully arrive in the gut and also thrive there. Symprove has since gained significant brand recognition and won numerous awards and was acquired by Bd-capital in July 2020.

A relatively unknown brand at the time, Symprove tasked Fifty with building greater awareness amongst key groups and driving traffic to its website. Our initial objective was to increase Symprove's prospects' awareness and solidify their trust, before launching a conversion campaign to focus on driving sales and bottom-of-the-funnel results. Fifty's partnership with Symprove began as a brand-building exercise, starting with a six-month awareness campaign aimed entirely at increasing public visibility and establishing awareness for their product.

Over the first six months, our data-driven campaign cast a wide net to capture as many leads as possible, with the primary focus being on prospecting, gathering data and developing learnings to create a portfolio of in-depth audience studies. Within this phase, we relied on these audience insights to inform and direct advertising creative that would be most likely to resonate with Symprove's existing and potential customers. Working alongside our creative partners at Yolk, we ensured Symprove's new creatives specifically aligned to these newly uncovered audiences.

Following this first phase, we entered the conversion phase of our campaign, which drove impressive results. Fifty successfully delivered a 20% improvement on Symprove's initial CTR target and 40,000 new potential customers to the Symprove website, driving a 45% increase in overall cost efficiency.

By extracting insights into Symprove's audience directly from the Fifty platform, we built an ad campaign that resonated with them and drove real results. We harnessed the power of our platform to create a full-funnel strategy that would consider the entire customer journey, nurture relationships and, ultimately, build a better brand experience for Symprove's customers. Fifty's bespoke insights even allowed Symprove to tailor their marketing messages depending on their customer's specific stage of purchase.