One A Day hired Linqia

2021 campaign, reported 2022 · Multivitamin supplement

One A Day needed the over-50s on TikTok, a platform everyone reads as young, where they are only about a tenth of users.

Somebody said so

Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.

How we know

"A lot of people know TikTok as a Gen Z, youthful platform, but over 10% of TikTok users are 50 plus and that number is growing every single day."

Who says so	Linqia's VP of strategy, interviewed by MM+M, the Haymarket healthcare marketing title, which also interviewed Bayer's own side. PRWeek carries the same piece. Read it
A second source	PRWeek carries the same story with the same line, that a recent campaign from Bayer and influencer agency Linqia set out to reach the growing older audience on TikTok. It is the same Haymarket article on a sibling title, so it corroborates the text but is not a separate newsroom.
What the agency was asked to do	Not published as a quoted brief. On record: an influencer campaign to reach the 50-and-older audience on TikTok for One A Day 50+ multivitamin gummies, built around a rewritten version of the song Teach Me How to Dougie and fronted by actor Alfonso Ribeiro.
How that happened	The MM+M report describes no pitch, no review and no selection process. It presents Bayer and Linqia as already working together on the Teach Me How to Gummy campaign and quotes both sides.
How long it took	Campaign ran June to August 2021 and was written up 4 October 2022. Relationship length not published.
Recorded as	One A Day (Bayer)

Watch out for: This is a campaign story, not an appointment story, so nobody has published how Linqia got the work or what the retainer is. MM+M is real reporting with named interviews on both sides, but it is not on the named trade list in the brief, so say MM+M rather than implying Ad Age or Campaign. PRWeek carries the same story, and PRWeek and MM+M are both Haymarket, so treat that as one newsroom rather than two independent confirmations. The performance numbers all come from the Linqia executive, not from an audited source.

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Every case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.