Elevating Tony Ferguson to a household name in health & weight-loss

Tony Ferguson is a globally-recognised supplement brand focused on helping customers live a healthy lifestyle to promote confidence and leave them feeling good to enjoy life to the fullest.

Since launching in South Africa in 2009, Tony Ferguson has made healthy living easier by providing tasty and convenient foods, health supplements, practical advice and support to simplify this journey and make it achievable for everyone.

Everything the brand does, from product development, advice and meals plans, is carefully developed to help people start and stay on track until they reach their goals.

Io Media built and continues to manage a dynamic mailing list for Tony Ferguson. To drive organic audience growth and sign-ups, Io Media developed a branded a 14-Day Detox guide that provided valuable insights, actionable steps and practical tools for subscribers to implement in their lives.

The detox guide was synchronised with an in-store cashiers’ incentive programme across the Dis-Chem network countrywide. Io Media sent a total of 17 mailers during the two-week campaign, including two before starting the plan, one a day for 14 consecutive days, and a follow up survey after it was finished. Day 1 emailers achieved a 71.4% open rate, with a 6.8% click-through rate. The engaging content helped to maintain a high open rate to completion, with 54.3% of mailers opened on the final day.

Io Media leveraged the 14-Day Detox campaign to build its opt-in database, sending a carefully curated weekly newsletter to subscribers. Since taking over the weekly newsletter content development, design and dissemination, open rates surged from 9.7% in November 2022 to 28% in April 2024, while click-through rates jumped from 0.3% to 2.2%.

Io Media’s expert social media campaign and community management services have played a pivotal role in transforming Tony Ferguson’s digital marketing efforts across various platforms, including Instagram, X, and Facebook. Through strategic planning and innovative content creation, Io Media successfully elevated Tony Ferguson’s digital presence and audience engagement.

By incorporating a mix of informative posts, educational infographics, motivational quotes and influencer content and drops on social media, the curated content has effectively educated and inspired Tony Ferguson’s Instagram community to lead healthier lifestyles, helping to grow the total online community from 6,932 followers to 11,579 in 16 months.

Since implementing these targeted social media campaigns, Io Media has increased Instagram followers by 14% and 122% on Facebook. Similarly, Io Media leveraged the power of storytelling to connect with Tony Ferguson’s audience on a deeper level. Through informative articles, blog posts, and video content, Io Media provided valuable insights into various aspects of health and fitness.

By leveraging targeted advertising, influencer partnerships, and user-generated content campaigns, Io Media expanded Tony Ferguson’s reach, attracting new followers to its social media channels and new customers for its range of products. Through analysing performance metrics, refining sales and marketing strategies (based on audience feedback and engagement data), Io Media continuously optimised Tony Ferguson’s digital marketing campaigns.

Through informative posts, educational content, and strategic marketing initiatives, we have empowered Tony Ferguson to inspire and motivate individuals on their journey to better health and wellness, helping establish a strong brand affinity among a loyal community of health and weight-conscious South African consumers.

Overall, Io Media has helped Tony Ferguson establish a strong online presence and engage with its audience in meaningful ways, which has translated into double-digit growth in product sales. Total quarter-on-quarter product sales across the Tony Ferguson range increased 60.3% from 3Q2023 to 1Q2024.