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EQUILIBRA

B2C · supplements and cosmetics, from e-commerce to social media

Industry: Wellness & Cosmeticsequilibra.it ↗

IN SHORT

Equilibra is the Turin company making food supplements and cosmetics that you find in pharmacies, in supermarkets, on Amazon and in its own online shop. For Equilibra, Digital Runner manages and develops the equilibra.it website, looks after the newsletter and lead capture, creates and publishes content on Facebook, Instagram and TikTok, with a dedicated beauty space on Instagram, and runs all the advertising campaigns on Meta and TikTok. We edit the videos and animations, build landing pages and activations such as the competition with the nutritionists, work on website insights for SEO and GEO, and measure every result with RunAlytics, the analytics platform created by Digital Runner.

The client

WHO EQUILIBRA ARE

YEAR
since 2024
CLIENT
Equilibra
Turin
CHANNELS
equilibra.it, Facebook,
Instagram, TikTok, newsletter
WHAT WE DO
Website and e-commerce, SEO and GEO,
social and campaigns, video,
newsletter, landing pages, RunAlytics

Equilibra is a Turin brand of food supplements and cosmetics, sold in pharmacies, in supermarkets, on Amazon and in its own online shop. The catalogue is huge: vitamins and minerals, magnesium and potassium, collagen, products for energy, sleep and sport, and a complete range for face, body and hair care.

In the same month you have to talk to people looking for collagen, to people who play sport and need mineral salts, to people who want their energy back and to people choosing a face serum. These are products people buy on trust, and trust is built one piece of content at a time, on every channel.

The goal: Turn equilibra.it and Equilibra's social channels into a single system: content that makes the products known, campaigns that put them in front of the right people, a website that sells and gets found, a newsletter that brings customers back, and all the numbers on one platform.

The brand

A HUGE CATALOGUE,
A GROWING AUDIENCE

Every product has its own audience and its own time of year. Our job is to get the right message to the right person, on the right channel.

142
supplements on the website
146
cosmetic products
56,000+
followers on Instagram
3
social channels managed every day

How we work

FROM CONTENT
TO PURCHASE

Each piece of the work feeds the next. Content makes the products known, campaigns push them, the website sells them, the newsletter brings customers back and RunAlytics tells us what to repeat the following month.

  1. 01

    Facebook, Instagram, TikTok

    Getting known

    Editorial plan, reels with creators and nutritionists, carousels and stories, every week.

  2. 02

    Meta and TikTok campaigns

    Getting chosen

    The best content becomes ads, alongside content created specifically for the campaigns.

  3. 03

    equilibra.it

    Buying

    An online shop with menus and collections designed for people who search by need, not just by product.

  4. 04

    Newsletter and landing pages

    Coming back

    Contacts collected on the website and social media, regular newsletters, competitions and activations.

  5. 05

    RunAlytics

    Measuring

    Social media, campaigns and e-commerce on the same platform.

Our work for Equilibra

ONE PROJECT,
MANY CHANNELS

For Equilibra we look after almost everything that goes through digital: the website and online shop, social media, campaigns, the newsletter, videos and special activations. It is a lot of different work, but it is one project, because each part uses what it learns from the others.

Donna che sfoglia un negozio online di benessere dallo smartphone in cucina

01The website

A NEW WEBSITE
FOR A HUGE CATALOGUE

equilibra.it is the brand's online shop, built on Shopify. We manage it every day and develop it together with the client: new pages, new collections, offers, promotional bundles and all the changes required by e-commerce regulations.

The most recent work is the new layout, on desktop and mobile. The home page opens with the current campaigns and leads towards the two big families of the catalogue. The new navigation menu splits the catalogue into Supplements and Cosmetics and, within each, lets you search by category, by goal or among the best sellers. Visitors find what they need straight away, even if they do not know the product's name.

  • Shopify online shop, managed and developed every day
  • New desktop and mobile layout
  • Menus by category, by goal and by best sellers
Visit equilibra.it
equilibra.it
Home del nuovo sito Equilibra: The power of In & Out Beauty
The new equilibra.it home page.
equilibra.it
Nuovo menu Integratori del sito Equilibra, con categorie, obiettivi e più venduti
The new Supplements menu: categories, goals, best sellers and the consultation with a nutritionist.
equilibra.it
Nuovo menu Cosmetica del sito Equilibra
The Cosmetics menu, built on the same logic.

02SEO and GEO

COLLECTIONS BUILT
AROUND HOW PEOPLE SEARCH

For the past few months we have also been working on website and e-commerce insights: what people search for, which pages they land on, how they move between collections and where they stop. This data guides the structure and layout of the pages.

Supplements can be browsed by need: vitamins, magnesium, sports performance, vitality and energy, collagen, sleep and relaxation, gut health and so on. That is how people search on Google, and it is the basis of SEO and GEO: clear, well-structured pages that Google ranks and that AI answer engines such as ChatGPT and Gemini can understand and cite.

  • Analysis of behaviour on the website and online shop
  • Collections to browse by need
  • Pages designed for Google and for AI answers
What GEO is and how we do it
equilibra.it/collections/integratori-alimentari
Collezione Integratori alimentari sul nuovo sito Equilibra, con la navigazione per esigenza
equilibra.it/collections/cosmetica
Collezione Cosmetica sul nuovo sito Equilibra
equilibra.it/collections/collagene
Collezione Collagene sul nuovo sito Equilibra
equilibra.it/products/maca-forte
Scheda prodotto Maca Forte sul nuovo sito Equilibra
Nutrizionista a colloquio con una cliente in uno studio luminoso

03Landing pages and activations

THE COMPETITION
WITH THE NUTRITIONISTS

Beyond the website, we build dedicated landing pages and activations. The most recent is «Appuntamento con il benessere» (a date with wellbeing): a competition offering consultations with Equilibra's nutritionists as prizes. We created the page and the communication that gets people to enter, from social media and campaigns to the website banners and a dedicated menu item.

Every activation has a twofold aim: to give people an experience with the brand and to collect contacts to nurture over time with the newsletter.

equilibra.it/pages/concorso-appuntamento-con-il-benessere
Landing del concorso Appuntamento con il benessere di Equilibra
The landing page for the «Appuntamento con il benessere» competition.
Concorso Equilibra per vincere una consulenza con la nutrizionista
The ad leading to the competition: a consultation with a nutritionist up for grabs.
Smartphone con una notifica email su una mensola con prodotti di skincare

04Newsletter and contacts

THE NEWSLETTER
THAT BRINGS CUSTOMERS BACK

We manage Equilibra's regular newsletter: calendar, copy, graphics and sends, with new products, current promotions and product tips. Every email is designed to bring past buyers back to the website and to get people who have not bought yet to make their first purchase.

We also look after lead generation, on the website and on social media: sign-up forms, welcome discounts and dedicated campaigns, such as those offering a discount to new subscribers. So the list grows every month, with people who have chosen to hear from the brand.

  • Regular newsletters, from calendar to send
  • Sign-up forms on the website
  • Social campaigns to attract new subscribers
Inserzione per l'iscrizione alla newsletter Equilibra con il 30% di sconto
Inserzione per l'iscrizione alla newsletter Equilibra con il 20% di sconto

A huge catalogue
cannot be told with a banner. You tell one need
at a time, on every channel.

Creator che registra un video per i social con un siero in mano

05Social media

FACEBOOK, INSTAGRAM
AND TIKTOK

We create and publish Equilibra's content on Facebook, Instagram and TikTok, with a monthly editorial plan built around buyers' needs. Each channel has its own language: reels and short videos with creators, carousels explaining the ingredients, stories with promotions, videos with Equilibra's nutritionists debunking myths about vitamins and minerals.

The accounts are growing and active every day: on Instagram alone, Equilibra has passed 56,000 followers. Collaborations with influencers are part of the content too.

  • Monthly editorial plan for three social channels
  • Reels with creators, influencers and nutritionists
  • Carousels, stories and community
Myth or fact? The nutritionists on vitamins and minerals.
POV: the friend obsessed with wrinkles.
The foods that hinder iron absorption.
A creator and her collagen routine.
Contagocce che rilascia una goccia di siero tra bolle trasparenti

06The beauty space

ON INSTAGRAM,
A SPACE FOR BEAUTY

Cosmetics have a different audience from supplements, and they deserve their own space on Instagram too. That is why we run a dedicated beauty space: the facial routine, collagen, booster treatments, sun protection, with a language and an aesthetic all of its own.

The common thread is the idea that guides the brand's communication: In & Out beauty, cared for from the inside with supplements and from the outside with cosmetics.

Storia sponsorizzata del Collagene Anti-Aging con Verisol
Storia sponsorizzata del siero viso Collagene Vegetale
Storia sponsorizzata del Collagene Marino Boost Equilibra
Storia sponsorizzata La tua beauty routine suncare
Donna che beve dopo una partita di padel al tramonto

07Campaigns

EVERY MOMENT
HAS ITS PRODUCT

We run all of Equilibra's advertising campaigns on Facebook, Instagram and TikTok. On one side we push the content that works best on social media, so that people who liked it see it again and people who do not follow us yet discover it. On the other we create bespoke content for the campaigns.

One example is the series for Potassio & Magnesio: instead of talking about mineral salts, it shows the moments when you need them. Padel after a day at work, shopping at the market in high summer, a stroll that turns into a three-hour walk, heading home from a concert. Situations viewers recognise themselves in straight away.

  • Campaigns on Facebook, Instagram and TikTok
  • Social content boosted with ads
  • Bespoke creative for every campaign
Inserzione Potassio e Magnesio: il padel alle 19 dopo una giornata di lavoro
Inserzione Potassio e Magnesio: fare la spesa al mercato in estate
Inserzione Potassio e Magnesio: la passeggiata in centro che diventa una camminata di tre ore
Inserzione Potassio e Magnesio: post concerto dopo aver ballato tutta la sera
Montaggio video di clip verticali per i social

08Video

EDITING
AND ANIMATION

A lot of Equilibra's content is born in motion. We do the video editing for reels and TikToks, from shoots with creators to those with the nutritionists, and the animations that present the products in the campaigns: packs coming on stage, ingredients explained in a few seconds, titles that follow the rhythm.

The same video is adapted to different formats, vertical for stories and TikTok and square for the feed, so it can be used on every channel and in every campaign.

Inserzione Meta: tre motivi per scegliere il Collagene Anti-Aging Equilibra
Three reasons to choose Collagene Anti-Aging: a frame from the animation.
Carosello sul Magnesio Bisglicinato: che cos'è
Magnesio Bisglicinato explained in a carousel.
Portatile con grafici di analisi su una scrivania al tramonto

09RunAlytics

ALL THE NUMBERS
IN ONE PLACE

With so many channels open, the risk is having lots of numbers and no answers. That is why we measure everything with RunAlytics, the analytics platform created by Digital Runner: data from Facebook, Instagram, TikTok, the campaigns and the online shop arrives in the same place every day.

So we can see which content works, which campaigns bring in sales and which products need a push. With the client we decide on clear numbers, and the following month's plan starts from what worked.

  • Social media, campaigns and e-commerce on the same platform
  • Data updated every day
  • Decisions based on the numbers, together with the client
Discover RunAlytics

Who did what

QUESTIONS ABOUT THIS PROJECT

Who manages Equilibra's website and online shop?

The equilibra.it website, built on Shopify, is managed and developed by Digital Runner, a digital marketing agency in Turin, which also created the new desktop and mobile layout, the new navigation menu and the collections to browse by need.

Who runs Equilibra's social media and advertising campaigns?

Digital Runner creates and publishes Equilibra's content on Facebook, Instagram and TikTok, including the dedicated beauty space on Instagram, and runs all the advertising campaigns on Meta and TikTok, with boosted social content and bespoke creative.

Who handles Equilibra's newsletter, landing pages and videos?

Digital Runner manages the regular newsletter and lead capture on the website and social media, builds landing pages and activations such as the competition with the nutritionists, produces video edits and animations, and measures the results of every channel with RunAlytics.

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