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Case Study

How Immunotec Fueled a Wellness Revolution

 

The Objective

Immunotec set out to increase brand awareness and drive authentic product storytelling through partnerships with high-performance athletes and wellness creators. The goal was to introduce Immunotec to engaged wellness audiences while showcasing the product in real-life routines.

The Strategy

Through the creator marketplace at OpenSponsorship, the team curated a group of 70 local wellness creators to attend the Glow Wellness Weekend in Houston.

Creators were selected based on:

  • Alignment with the wellness and fitness lifestyle

  • Engaged audiences in the health and performance space

  • Ability to produce high-quality lifestyle content

In addition to the creator group, two long-term brand partners—Morgan Pankow and J'Zotta Rolle—attended the event to anchor the campaign and amplify brand storytelling.

The goal was to create an immersive experience that would naturally generate authentic social media content.

IMG_3374The Execution

The Glow Wellness Weekend was designed to bring together wellness creators for an immersive experience to learn about Immunotec and its approach to supporting health and performance.

The event kicked off with a Friday welcome cocktail reception, allowing creators to connect with each other and the Immunotec team. On Saturday, attendees participated in a full day of wellness activities, fitness programming, and product education sessions designed to showcase how Immunotec products support active, health-focused lifestyles.

A featured moment from the event included a live podcast interview hosted by Elizabeth Endres from The Wellness Process podcast, featuring wellness expert Dr. Jimmy Gutman.

Creators were contracted to produce: 1 Instagram Reel and 2 Instagram Stories

However, the immersive nature of the weekend inspired creators to share significantly more organic content than required.

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The Results

The Glow Wellness Weekend generated a significant volume of creator-led content and strong social reach across platforms. 

Overall, the campaign exceeded contracted deliverables and created a large wave of authentic social content centered around wellness, performance, and community.

 

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TikTok Performance

  • 17 creators
  • 23 pieces of content
  • Over 50,000 total views and impressions

 

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Instagram In-Feed Content

  • 53 creators
  • 84 pieces of content
  • Over 2 million total views and impressions

 

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Instagram Stories

  • 500+ stories posted
  • Content shared leading up to the event, throughout the weekend, and in post-event recaps

The Takeaway

By combining a curated creator network with an immersive brand experience, Immunotec transformed the Glow Wellness Weekend into a powerful content engine. The campaign generated extensive organic storytelling while introducing the brand to highly engaged wellness audiences.