Real questions. Real people.
Real learnings.

Glucerna on Facebook learned from its community, turning everyday conversations into creative direction.

Glucerna community story — smiling woman holding a Glucerna bottle

The Brief

Glucerna’s social presence had become more product-led than people-led. What once felt human and empathetic had started to feel clinical, losing the authenticity that made the brand relatable. The challenge was to cultivate brand love and make the brand feel personal again. Our goal was to create content that felt real, grounded in everyday experiences for people with diabetes.

By shifting from product promotion to people connection, Glucerna could strengthen community and prove that authenticity drives engagement as meaningfully as performance.

My Role: Strategic Lead

The Work

We built a test-and-learn culture to personalize Glucerna’s social presence. Each post was treated like an experiment, created to see what truly connected with people living with diabetes. We introduced real voices through user-generated content, turning product reviews into stories that felt human and honest. Lifestyle moments showed the everyday reality of living well, not just living with diabetes. Thoughtful prompts invited people to share and react.

Social became a space for listening, learning and refining what worked.

Why It Hits

The work proved that creativity and data don’t have to live in separate worlds. By speaking the language of testing and performance, we made the creative process easier to champion inside the brand. Each experiment became a way to listen, learn, and lead with authenticity, turning insight into understanding and understanding into impact. It showed that when ideas are framed in a way everyone understands, they move faster, travel farther, and inspire more belief in what creativity can do.

Test and Learn in Action

Three tests. Three signals. Clear creative direction.

Glucerna product with five-star review graphic

Test 01

Turn Brand Love Into Content

Real community feedback became creative. The feed felt like advocacy, not advertising.

Couple enjoying Glucerna by the water

Test 02

Put Real People in the Creative

Authentic faces increased engagement and shifted comments toward empathy and relatability.

Facebook conversation about Glucerna

Test 03

Turn Questions Into Conversations

Open prompts and UGC moments sparked peer-to-peer dialogue and trust.

By The Numbers

+362%
ER lift (real people vs product)
+231%
ER lift (real feedback vs product)
+52%
More comments on question posts
0.78%
Top ER per post achieved

Based on analysis of 17 posts across 3 content types. Normalized to follower base (44K).

What We Learned

A test-and-learn culture reshaped the pace and purpose of our work. Each post became a test of instinct, a chance to learn in real time.

  • Maximize each test. Define hypotheses, measure what matters, and bring the learnings.
  • Momentum is more important than perfection. Good content in market is better than a perfect campaign in draft.
  • Be comfortable being wrong. Every miss clarifies what works.
  • Data starts the conversation. It guides where to look next, but it never ends the story.