The Client
Essity, a global leader in health and hygiene, wanted to shine light on Actimove, a portfolio of orthopedic supports and athletic tapes designed to keep people moving. Trusted by professionals, their products are staples in athletic training rooms around the world.
Well, There’s Your Problem
Athletic trainers don’t follow brands—they follow each other.
While Actimove had strong products and brand credibility, reaching this audience at scale meant breaking into a tight-knit, trust-driven community. These are practitioners who rely on peer recommendations, real-world demonstrations, and proven results.
To earn attention (and trust), Actimove needed to show up within the community.
Meeting the Audience
Where Trust Already Exists Instead of trying to create influence, we tapped into it.
We identified athletic trainers already creating content: micro and nano creators sharing taping techniques, day-in-the-life moments, and educational insights with highly engaged audiences. In many cases, these creators had never partnered with a brand before, making authenticity non-negotiable.
Our first campaign focused on awareness, integrating Actimove products naturally into the content these creators were already known for. No scripts. No overproduction. Just real use cases from professionals who rely on tape every day.
The result was immediate traction with content that resonated because it didn’t feel like marketing. It helped Actimove break into a highly niche, trust-driven audience while validating influencer marketing as a viable channel in a traditionally B2B space.
Just as important, it laid the foundation for ongoing creator relationships and a smarter, more informed next phase.
From First Test to Scalable Channel
With early success and clear performance insights, we evolved the strategy.
The second campaign, timed to Black Friday, shifted from awareness to action, targeting athletic trainers who needed to restock mid-season through Actimove’s Amazon storefront. We doubled down on top-performing creators and leaned into content formats that blended education with entertainment.
That meant:
- Relatable, real-world scenarios from the training room
- Content that mirrored what was already performing organically
- Content that mirrored what was already performing organically
- Clear, timely calls-to-action tied to purchasing behavior
One standout video built around a familiar taping scenario took off, reaching “viral”-level performance and continuing to gain traction well beyond the campaign window.
What began as a test quickly proved repeatable, establishing influencer marketing as a performance-driven part of Actimove’s marketing mix, not just an experiment.
