Well-being platform Atida hands social media brief to Wilderness


Global social agency Wilderness has been appointed by European health and well-being platform, Atida.

The agency will lead on Atida’s social media optimisation as it prepares to launch the brand across a range of European countries later this year. 

The appointment comes as Atida aims to bring its online platforms – including Mifarma (Spain), eFarma by Atida (Italy) and Santédiscount by Atida (France) – under one health and well-being brand whilst appealing to a younger, more tech-savvy audience.


Atida’s brand ethos focuses on demystifying conversations about health and well-being by putting consumers at the centre and starting open and frank conversations about health issues. 

With this in mind, Wilderness has been tasked with ensuring Atida’s consumer-facing social channels are fully optimised and working to a high standard. 

This will include conducting large-scale, deep-dive audits and pulling insights across the brand’s owned and partner platforms on social.

Other responsibilities include prepping toolkits and sharing recommendations to improve social status and channel health, as well as developing guidelines and best practices for paid social. 

The agency will also deliver competitor/owned channel analysis to make sure Atida stands out from the crowd.

By offering the agency’s social expertise and insight into audience behaviour, Wilderness will help Atida engage audiences in the best possible way.

The strategic partnership will allow the brand to establish itself as the leading destination for people to research and buy health products, as well as a reliable source of direct insight from health and well-being professionals.

Sophie Gaffre, Head of Brand Strategy Atida said: “I’m excited to start working alongside Wilderness to optimise Atida’s social media strategy, which we see as a key channel in building our brand. 

“As a European health and well-being destination, we are creating a community that will open up conversations and demystify the industry with credible and trustworthy content. 

“Having worked with Wilderness in the past, I know they are a joy to work alongside and I cannot wait to get started.”

Jamie Maple, Managing Director at Wilderness adds: “The Atida ethos around demystifying health and well-being really appeals to us at Wilderness. 

“We are passionate about supporting people wherever they are in their wellness, physical and mental health journeys, and therefore love the bold approach that Atida are taking. 

“We want to be part of the mission to bring conversations into the open and to give the brand the social tools they need to help as many people as possible.”