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Case Study · FMCG · Health
Daily-habit messaging at national scale
An always-on content and influencer programme that made a daily probiotic part of the routine.
The Client: Yakult
A daily probiotic brand whose entire value proposition depends on repetition: it only works if it becomes part of someone's routine, not a one-time purchase driven by a single campaign moment.
The brief was national in scale but habitual in nature: build a presence that stayed visible week after week, not a campaign that spiked and faded.
The Challenge
Making a Daily Habit Feel Newsworthy, Every Week
Habit-forming FMCG products face a specific problem: the message ('drink this daily') doesn't change, but the audience needs fresh reasons to keep paying attention to it.
The challenge was sustaining national reach over a long, always-on window without the content fatiguing or the brand fading into background noise between bursts of campaign activity.
Solution
An Always-On Content and Influencer Programme
Adlantic ran a continuous content and influencer programme rather than a series of disconnected bursts, pairing a steady content cadence with creators who could plausibly make a daily probiotic part of their own routine on camera.
Content formats rotated regularly to avoid fatigue, while the core habit message stayed consistent underneath, so the brand stayed present without repeating itself.
Always-On Beats Always-Loud
Impact of the Solution
12M Reach Sustained Across an Always-On Programme
- 12 million reach delivered over the programme's full run, not a single-week spike
- Consistent week-over-week visibility instead of the peak-and-fade pattern of burst campaigns
- Influencer content sustained engagement without exhausting the core habit message
Client Voice
“This wasn't a campaign that came and went. It was a presence that stayed up all year, and that consistency is exactly what a daily habit brand needs.”
Brand Manager
FMCG · Health Brand · Yakult
