Case Study: How Qualia Established Authority In A Crowded Market
Qualia Collective, founded in 2015, is committed to developing top-tier supplement products in the longevity space aimed at enhancing health and well-being (not sure what longevity are - check out the Merriam-Webster dictionary definition here).
Their approach is rooted in complex systems science, guiding their research and development efforts. By January 2023, after achieving significant revenue growth with initial seed capital, Qualia was ready to expand its market share and partnered with ADOPTER Media to achieve this. Keep reading to learn how Qualia established its authority in a crowded market.
Qualia's Goals Were Clear
- Build long-term, authentic relationships with partners who genuinely use and can represent their products.
- Establish authority in the health and wellness space while fostering repeat purchases and subscription growth.
The Challenge
Qualia operates in a highly competitive market. In 2023 the U.S. dietary supplement market value was reported to be 45.1 billion U.S. dollars, with over 4000 brands selling in the supplement space. They needed a strategy that would make them stand out in the crowded health and wellness podcast space. ADOPTER Media recognized the need for a comprehensive partnership strategy that would disrupt the market and establish Qualia as a trusted authority.
The Solution
Starting Small
It was essential for Qualia to break through the noise and tell their story in a compelling way. ADOPTER Media began with a limited number of targeted campaigns, focusing on small shows to test effectiveness. The campaigns aimed to build long-term relationships with trusted voices in the health and wellness space, collaborating with creators like Dr. Cole, Kyle Kingsbury, and Ben Greenfield, who genuinely believed in and used Qualia products. This authentic engagement was important to foster curiosity and onboarding among listeners.
Building Authentic Partnerships
Throughout the testing phase, some shows did not provide desired results. However, Qualia emphasized sustainable, long-term partnerships over short-term gains. We worked closely with creators who genuinely supported Qualia’s products, finding innovative ways to leverage these partnerships even when specific podcasts did not perform as expected.
Leveraging Authority
Armed with valuable insights and data from our targeted campaigns, we moved into the next phase of establishing Qualia's authority in the health and wellness space. We leveraged interviews with subject matter experts to help explain the science and benefits behind the products, enhancing trust and interest.
By engaging content experts and leading voices with in-depth interviews, we were able to educate listeners on why Qualia is different. Addressing consumer questions through these interviews, eliminated the need for them to do their own research after hearing an ad. When listeners hear leading medical experts discuss the importance of longevity for health, skin, longevity, and more, they don't feel sold to. Instead, when they hear an ad later, they think, "Oh yeah, I did hear that whole episode; maybe I will try out longevity!"
These interviews were crucial in establishing credibility and driving initial product interest. We leveraged this authority to leapfrog into categories just outside of the health and wellness space and beyond.
The Results: Long Term Success
This strategy was designed for long-term success rather than rapid growth. Qualia started out with a smaller budget and higher CACs but as the campaign generated positive results they invested more increasing their budget. Fast forward a year later - as their budget increased their CACs decreased!
Starting Small and Building Authority
Starting small and building authority gradually allowed Qualia to expand into new circles beyond the health and wellness category, fostering long-lasting sustainability.
By engaging content experts and leading voices through in-depth interviews, ADOPTER Media helped Qualia educate listeners effectively. This eliminated the burden on consumers to research the product independently, making them more receptive to future advertisements and more likely to try Qualia products.
Conclusion
This campaign was centered on building trust, authority, and long-lasting partnerships. Qualia needed to connect with listeners who valued long-term commitment because their products are designed for ongoing use. Staying on trusted shows for extended periods kept Qualia products top-of-mind and integrated into the lives of their audience.
How to Disrupt a Crowded Market
The key to disrupting a crowded space is not through fast-growing campaigns but through influence-based strategies that ensure long-lasting sustainability and growth. This approach proved successful for Qualia, establishing them as a trusted name in the health and wellness space and beyond.