Showcase Case Studies Bioplus energy drinks

Bioplus energy drinks | Product advocacy at scale: Everyday creators powering real impact

Bioplus energy drinks

the challenge

Bioplus operates in a highly competitive energy drink category worth more than R14 billion a year. Millions of cans are sold daily in South Africa, so standing out is difficult.
Bioplus needed a faster and more efficient way to get product into consumers’ hands, gather authentic reactions, and stay top of mind during key energy moments like studying, training, working and social plans.
Their goal was to create genuine visibility and encourage repeat purchase through real experiences.
our solution
We activated students, young professionals and weekend warriors through theSalt's tech platform.
Participants purchased six Bioplus cans, tested the full range, shared with friends and posted their honest experiences on Meta and TikTok. This resulted in natural storytelling, relatable content and credible peer recommendations.
Within two weeks the campaign achieved national reach with fast, authentic and highly scalable content creation.
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theSalt “trusted product recommendations at scale” framework

  1. Source and activate: match the brief with the right consumers from a database of more than 600 000 profiles
  2. Product purchase and sampling: advocates buy Bioplus themselves which avoids sampling bias
  3. Authentic advocacy: unscripted social posts in their own voice
  4. Verification: proof of purchase and campaign tracking
  5. Sampling moments: advocates share cans with peers to increase reach
  6. Paid media amplification: boost the best-performing content for even more impact

goals vs achievements

KPI Achieved
Consumer-generated posts 526
Organic impressions 3 360 832
Paid impressions 1.4x stronger than benchmark
Content ROI 2.63x
Impressions ROI 16.8x
These results show strong delivery on trial, visibility and impact at a fraction of traditional influencer costs.

consumer insight highlights

  1. Bioplus naturally fitted into daily moments such as studying, early mornings, office days and gym training
  2. Peers began sampling the product which extended reach beyond the initial advocate pool
  3. Common comments included questions about where to buy and which flavour is best
  4. Sugar-free variants stood out among fitness-focused and health-conscious consumers

why it worked

  1. Real purchase created real trust
    Advocates bought the product themselves which made the content feel genuine and reliable.
  2. High volume in a short time
    More than 520 posts went live within two weeks which is significantly faster than a traditional influencer strategy.
  3. Relatable everyday storytelling
    Consumers showcased the product in normal routines which increased interest and relevance.
  4. Data-guided distribution
    Performance was monitored in real time which allowed for effective optimisation and efficient cost per impression.

channels used

Meta (Facebook and Instagram) | TikTok | Paid social boosts | Peer sampling experiences

key takeaway

Bioplus unlocked large-scale awareness and trial by tapping into the power of everyday consumers. This approach delivered trust, measurable impact and nationwide reach without heavy production costs. When real people share real experiences, brands grow.
If you would like to explore this approach for your brand, theSalt delivers fast and credible advocacy at scale. Let’s chat.