NoTube

A recipefor fussy eaters

How expertise and sensitivity created a genuine community

Social Organic Campaigning
Health
Community Building

+1million
organic impressions – without an advertising budget
+6.600
new followers across all active platforms
+1.100
Comments from affected users
+700
Leads through targeted ads for the feeding school

Problem

In-depth knowledge about picky eating had to reach the parents affected, where they look for help

NoTube is an international centre of expertise for childhood eating disorders based in Graz. The centre is led by Prof. Dr Peter Scheer and Prof. Dr Marguerite Dunitz-Scheer. Their tube-weaning method achieves a success rate of 97,2 per cent. NoTube therefore had extensive specialist knowledge, but was not yet sufficiently visible online to parents of children with selective eating behaviour.

Particularly in German-speaking countries, there was little reliable yet accessible content on picky eating. Affected families were looking for guidance in situations they often had to manage alone in everyday life. A social media presence therefore could not stop at medical information. It had to communicate expertise in an understandable way and take parents’ everyday reality seriously.

The goal was clear: NoTube was to become visible on social media as a trustworthy point of contact for picky eating. At the same time, a community was to be created where parents could ask questions, share experiences and find practical support.

Strategy

Specialist knowledge was translated into content that meets parents where they are in everyday life

The strategy focused on the real challenges faced by affected parents. Rather than presenting medical knowledge in isolation, we combined educational content with emotional and everyday perspectives. This created a social media presence that builds trust while also leaving room for exchange.

For maximum impact, we integrated the two disciplines of organic and paid campaigning. While storytelling formats built the community, the performance campaign was designed to direct interested people specifically to NoTube’s feeding school.

Implementation

A dedicated social channel for picky eating, complemented by targeted lead generation

The campaign consisted of several interlocking components:

Dedicated Instagram channel: A separate channel on the topic of picky eaters was created for NoTube. This gave the topic a clear digital point of contact.

Expansion to Instagram and TikTok: Content was published on both platforms, reaching parents where they seek information and exchange experiences.

Storytelling with “POV: Picky Eater”: The format translated typical experiences into relatable social media stories and invited the community to interact.

Educational and emotional content: Specialist knowledge was combined with language and a perspective suited to the everyday reality of affected families.

Ongoing optimisation: Engagement rates served as the basis for continuously adapting content and formats.

Integration with performance: Alongside the organic campaign, targeted ads were used to generate leads for NoTube’s feeding school.

Business Impact

NoTube reached more affected parents and built an active community

The social media channels made picky eating visible and led to tangible engagement: Instagram and TikTok generated 1 million video views, 6.600 new followers and 1.100 comments from affected users. Parents shared their experiences, asked questions and actively sought support. At the same time, the performance campaign generated 700 leads for NoTube’s feeding school. The campaign thus combined community building with concrete demand. NoTube gained a visible point of contact for a previously less accessible topic and reached families with relevant content and suitable services.