Case Study

1. Introduction

GluteGuard is a scientifically-backed natural health product developed by Glutagen, specifically designed to support individuals on a gluten free diet. GluteGuard’s unique enzyme breaks down the gluten you don’t know is there. Glutagen's mission is to provide innovative and practical solutions, based on evidence that help people live their gluten free lives with positivity and confidence. 

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2. Challenges Faced

GluteGuard approached Hedgehog Marketing at a pivotal time, seeking assistance with the following:

• Relaunching the Brand Online: They needed to boost their direct-to-consumer sales through their website via digital media platforms. They were re-launching their brand into the market after an initial limited pilot launch. 
• Limited Pharmacy Presence: GluteGuard aimed to enter the competitive Australian pharmacy market but needed to show market demand via direct sales before launching in pharmacy.
• Low Brand Awareness: With a unique product, GluteGuard needed to grow brand awareness and reach the right audience for gluten free consumers.

3. Goals and Objectives

Together with Hedgehog Marketing, GluteGuard set out to achieve:

• In-House Marketing Growth: Build a fully functional in-house digital marketing team to drive online sales and manage the growing brand presence.
• Retail Expansion: Launch into the Australian retail pharmacy network, with a target of reaching 2,000 pharmacies, including major retailers like Chemist Warehouse, Terry White, and Amcal.
• Brand Endorsement and Partnership: Secure partnerships with key influencers to expand their reach and credibility in the market.

4. Strategy and Approach

Hedgehog Marketing provided ongoing consulting, helping GluteGuard develop their in-house marketing function while advising on key strategic moves:

• Omnichannel Campaign Development: GluteGuard’s team, under Hedgehog’s guidance, launched a comprehensive omnichannel digital marketing campaign across platforms such as Facebook, Instagram, Google (Organic and Paid), YouTube, and Display.
• In-House Marketing Team: Hedgehog helped GluteGuard establish and train a dedicated digital marketing function to manage all online marketing activities.
• Brand Ambassador Partnership: With Hedgehog’s guidance, GluteGuard secured a partnership with GluteGuard customer and Olympic gold medallist Ariarne Titmus as their brand ambassador. This partnership helped boost credibility and brand visibility, particularly among health-conscious consumers.

5. Results

The strategy led to significant growth:

• Online and Retail Success: GluteGuard successfully relaunched their brand online, and gained distribution in over 2,000 pharmacies across Australia, including leading chains like Chemist Warehouse, Terry White, and Amcal​
• Increased Brand Awareness: The omnichannel campaign significantly grew GluteGuard’s brand awareness and customer base, leading to rapid online and retail sales growth.
• Successful Partnership: The partnership with Ariarne Titmus elevated GluteGuard’s brand profile, adding a layer of trust and recognition to their marketing efforts​.

6. Client Testimonial

“Josh’s coaching and support has been vital in GluteGuards growth. His speed to understand our business and strategic direction was exceptional, which not only ensured a successful launch campaign but has continued to provide valuable direction and continual growth with our ongoing campaigns. Josh is a critical part of our business, and we couldn’t do without him.” – Cass Green, Product Manager.​

7. Conclusion

Thanks to Hedgehog Marketing’s consulting and coaching, GluteGuard successfully built a robust in-house digital marketing function capable of driving digital and retail growth. With the combined efforts of their marketing team and strategic partnerships, GluteGuard not only grew their online presence but also achieved their ambitious goal of being stocked in over 2,000 pharmacies across Australia.

This structure places GluteGuard at the forefront of their success, with Hedgehog Marketing providing critical support, coaching, and consulting to guide their journey. Let me know if any adjustments are needed!

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