The situation: It was before 2020. Health and wellness were not yet Covid-concerns. Nestle Health Sciences acquired a fledgling DTC subscription vitamin company and the pressure was on to relaunch with personality and catch a more discerning audience while also bringing the brand purpose to life. Our task was to relaunch it.
The idea and execution: We re-told the corporate narrative, bringing the founders’ purpose to life through a creator-centric, integrated campaign including video pieces, influencer work, a launch event, and ongoing social and paid to support the relaunch. We contracted a global mega ambassador, Kelly Ripa to help kick off the brand re-launch with a hero video that not only talked about benefits and values but used humor and levity to shine a light on the crowded world of wellness and the crazy claims people have made about Kelly’s personal lifestyle. The creators were also highly motivated, creating engaging lifestyle content for the brand, including influencers Kira Stokes and Nastia Lukin.
The result: Our cultural imprinting plan, leading to growth that was 5x higher than any other brand in a highly competitive category. There was 250% growth in the community, a 625% increase in brand mentions, and a 400% increase in sales. Now that’s some healthy growth.
