Storytelling Weekly – #018 BioGaia

It was Mar 28, 2024 – three days after my wife gave birth to our little princess.

On this day, we were transferred from the hospital to the postpartum center.

I walked into the center and strolled over to the baby room.


“There are only… three babies?” 

I scratched my head as I recalled my brother telling me he had to pay extra to “fight for a spot” six years ago. 

The nurse looked at me and sighed.

“Yeah. We used to have four to six HUNDRED newborns a month. Now, we’re down to a few dozens.” Her voice was soft, almost fragile. 

You can tell from her voice that she loves children…

But Taiwan’s fertility rate isn’t promising.

(we’re down to 1.236 babies per woman in 2023… when you need 2.1 to stabilize the population)

Maybe that’s the reason why…

Products like BioGaia Probiotics drops are taking the market by storm.

When you have fewer babies, you want to give them the best.

Recap of Storytelling Weekly

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these techniques in email.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

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Brand Introduction

Ecommerce Email Marketing - BioGaia Logo

BioGaia’s story goes back to the 1980s.

It started as an alternative way to preserve vegetables… then became a replacement for poultry antibiotics… moved into the market of functional food… and finally – in 2000 – shifted focus to the supplement industry.

Today, you can find BioGaia’s products in over 100 countries.

(in Taiwan, you can find it at the counter behind every drugstore clerk)

Storytelling Tactics

When I was looking into BioGaia, I noticed two forces:

1) The White-Coat Effect

When an authority – usually someone in uniform, like doctors or nurses – introduces a product to a prospect, it’s tough to resist.

This is called The White-Coat Effect.

This is the reason why TV advertisements use doctors as spokespersons.


Once a prospect knows about a specific product, the second effect kicks in.

2) The Red Shirt Effect

Legendary copywriter Gary Bencivenga once told a story – 

“You’re at a large stadium watching a baseball game.

Take a good look around the stadium and close your eyes.

Now, open your eyes.

How many red shirts did you see?

You have no clue… Because you weren’t looking for red shirts.

Take a good look around the stadium again and look for red shirts.

How many did you find?

Way more than before, because you were focusing on red shirts and nothing else.

Intention facilitates perception.

Seek, and ye shall find.”

Once I know about BioGaia, I can’t help noticing it EVERYWHERE.

In every drugstore. 

On every shopping platform.

In all the group buys.

The more I see it, the more I want to buy.

Because frequency creates familiarity, familiarity builds trust, and trust initiates purchases.

Email Tips of The Week

I  have two tips for you today:


Scientific findings are great for storytelling.

There are always interesting stories you can tell behind every study & product. This is why platforms like IFLScience are so popular on the Internet.

Look into your product’s creation process. Dig into the details. You can find interesting stories to share… and differentiate your products from your competitors.

(Even if it’s an industry standard, if your competitors aren’t discussing it… you can own it.)


When it comes to building trust, frequency is king.

That’s why statistics show you need 8+ touchpoints before selling.

Now, let’s combine these two tips into a powerful strategy.

Email Marketing Strategy

Imagine you’re emailing daily(-ish).

Maybe 4 to 7 times a week.

This means you can easily create multiple touchpoints every week without spending a dollar on advertising.

So, what do you talk about in these emails?

The scientific studies behind your product.

The interesting findings in your day-to-day operations.

The nitty-gritty of your production.

Anything – actually – as long as it’s entertaining.

Here you go:

A simple email marketing strategy that can boost sales, increase retention, and nurture relationships – all at the same time.