Salus Increases Trust in Floradix Through Videos Featuring Professionals

We designed a people-led marketing (PLM) strategy for Floradix built around interviews with pharmacists and nutritionists. We posted this content on Meta and TikTok in the hopes that these professional recommendations would build more trust, keep people watching longer, and perform better than traditional advertising.

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Challenge and Results

Salus is a brand focused on natural supplements and wellness products with strong ties to botany and sustainability. Within its product lineup is Floradix. Floradix is an iron and vitamin supplement designed to help reduce tiredness and fatigue, while supporting energy metabolism and the production of red blood cells and hemoglobin.

Our main goal was to increase awareness and consideration for Floradix while breaking through the skepticism that still exists regarding iron supplements. Instead of pushing sales-heavy messaging, we took an educational, expert-led approach to build real trust.

We wanted to see if videos of healthcare professionals could hold attention longer, lower the cost per view, and, most importantly, build a high-quality audience that we could reach again later, closer to purchase.

1

Implementing an Authority-Led Approach (PLM

We shifted from a “brand selling a product” mindset to “professionals sharing their expertise.” We created short educational videos featuring real pharmacists and nutritionists who explained the benefits of Floradix, who it is intended for, and how to take it correctly. The focus was on practical, credible content that people could actually use.

2

Measuring Retention and Engagement

We analyzed how well expert content kept viewers watching and whether it encouraged interaction. We looked at video metrics like ThruPlays and social signals that showed trust and genuine interest.

3

Testing Performance Across Channels

We launched the strategy on Meta and TikTok at the same time to understand where professional content resonated more and delivered better efficiency. This helped guide both budget decisions and creative direction.

Lower Costs and Strong Retention on Meta Ads

The videos featuring healthcare professionals became the top-performing asset, cutting cost per view by up to 92% compared to the campaign average. In addition, 43% of impressions turned into quality views (ThruPlays). This translates to strong interest and full video views.

Increased Organic Reach and Shareability on TikTok

TikTok delivered the most efficient large-scale reach, with a cost per view that was 50% lower than on Meta. The best-performing videos also increased average watch time per user by 108% compared to typical platform content, showing the power of educational videos.

Higher Intent and High-Value Remarketing Audiences

Expert content didn’t just keep attention—it also drove intent. Click-through rates were noticeably higher, leading to a very competitive cost per click. As a result of the high engagement levels, we built a high-value remarketing audience representing 4% of total views, made up of users who watched more than 75% of the video.

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