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Symprove

Client: Symprove
Brand: Symprove

Intelligence  

Symprove is a unique probiotic food supplement which has been proven to help people overcome all the symptoms of IBS. Symprove is different from other products on the market because it is water-based, which means the unique combination of bacteria have a greater chance of arriving in the body alive, surviving the journey through the stomach to the gut and thriving once they get there.This small difference in the delivery system makes a huge difference to the efficacy of the product, which means Symprove can make a huge difference to the lives of IBS sufferers. 

Interrogation 

IBS is the UK’s most common gastric condition, with approximately 1 in 6 people suffering. It is also one of the last taboo conditions, with consumers unwilling to discuss the illness outside of immediate family and friends Over a year of research, including a major segmentation study and numerous qualitative groups, we began to understand how sufferers navigated the market – looking for concrete evidence in a world of over-promise and under-delivery, looking for genuine support and understanding in a world of brush-offs and ignorance.

Insight  

When we spoke to sufferers the consistent message we received back was that they just wanted ‘to feel normal again’ – to go to work without pain, to get on a bus without fear, go out for a meal with friends without embarrassment. We understood that our consumer was desperate and had become cynical over years of suffering. We created the brand promise ‘small change, big difference’ and made sure that everything we did lived up to that promise. We gave consumers a robust programme - the Symprove 12 Week Programme - to commit to, and proved through published, independent research how taking Symprove every day over a 12 week period could deal with the root causes of IBS. We gave consumers three different websites where they could find out more about their gut, IBS and what to do about it. We created a support app that would help consumers through the 12 week programme. And we helped people share their own experiences in order to build awareness and confidence. And we backed up our claims by offering the last four weeks of the 12 week programme absolutely free – a huge financial commitment by Symprove and one which proved their ambition to be the natural leader in the market.

The Idea 

Small Change, Big Difference.Results

Results 

Sales up 30% compared to previous three month average.

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