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Dietary Supplement
Sambucol
Sambucol built a two-way consumer relationship through the SambuCrew brand community, driving a 46% increase in engagement and turning consumers into always-on advocates across digital and social channels.
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About
The original Black Elderberry supplement, Sambucol has been trusted by millions for decades to provide strong immune support for families. With a growing digital presence spanning e-commerce, content, and video, Sambucol is at the forefront of consumer relationship building in the supplement space.
The Challenge
Sambucol aimed to boost awareness of Elderberry and Sambucol's proprietary technology while generating valuable consumer feedback and turning consumers into loyal brand advocates. Despite a strong digital presence, the brand lacked a dedicated owned channel to bring its mission to life and foster authentic, ongoing consumer relationships.
The Solution
Sambucol partnered with TrueLoyal to launch the SambuCrew — an owned online brand community designed to serve as an inclusive home for Sambucol consumers. The community gives Sambucol an always-on channel for user-generated content, reviews, and photos across key online platforms. TrueLoyal's community capabilities also enable consumer research through surveys and feedback collection, providing insights that inform marketing decisions and product development. Beyond awareness, the SambuCrew fosters genuine brand loyalty through touchpoints that build trust, authenticity, and emotional connection — positioning Sambucol as a year-round staple in consumers' lives, not just a seasonal purchase.
The Result
Following launch, Sambucol reported strong community performance across engagement, content, and research metrics:
46%
increase in brand engagement
19K+
pieces of user-generated content
10M
community-generated impressions
"TrueLoyal is helping us grow our brand awareness through one of the most influential channels — friends and family. They have also helped us gain insights from marketing research that have informed our marketing decisions and influenced our new product development."
Brand Marketing Coordinator | Sambucol
Melissa Beltz