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A tale of brand and digital transformation

Objective

Nature’s Bounty, the No.2 vitamin brand in the US, wanted to successfully launch itself in the UK. But with little brand awareness and an oversaturated vitamins, minerals and supplements (VMS) category, a standout offering was essential.

Strategy

While the VMS industry has become more mainstream than the niche health shops of yesteryear, we found vitamin brands’ version of ‘wellness’ – airbrushed models and unrealistic metropolitan lifestyles – still starkly out of touch with modern views of what it really means.

This presented a prime opportunity for us to challenge the status quo with Nature’s Bounty, leveraging the idea of simplified nutrition that had made the brand so successful in the US. Proving they ‘get’ real life and understand how to support real people was key.

Out of the proposition that Nature’s Bounty helps you embrace whatever real life throws at you came our creative brand platform: We’ve got this. The idea that we can’t always foresee the day’s little hiccups, but we can be ready to face them together. This manifested itself into a full 360 campaign, covering film, social, packaging and ecomm.

Brand Films

Spearheading the campaign, a hero 30’ brand film and a trio of individual 15’ spots charmingly capture the idea by showcasing everyday people coming face to face with a series of unforeseen daily challenges.

Whether you need a little extra energy to keep up with your unexpectedly boisterous new dog, your immunity ready to combat the unpredictable British weather, or to feel good enough in your own skin to power through your accidental new naked yoga class, our message was clear: Nature’s Bounty helps you handle the day, whatever it throws your way.

Social

Applying our real-life approach to social, while moving away from the pure promotion of the past, we started engaging consumers on a more genuine and useful level by combining authentic lifestyle and product imagery, bold brand colours and human, down-to-earth messaging – in order to build the relatable connection that was previously missing from both the brand and category.

Packaging

Our physical presentation of the brand was a vital part of Nature’s Bounty’s development, especially in anticipation of its ecommerce revival. Each recyclable box would be filled not only with beautifully packaged products, but charming interactive keepsakes that would help showcase personality and bring customers deeper into our brand world.

Ecommerce

To capitalise on online shopping’s rapid acceleration and the consumer need for a connected brand experience, our ecommerce offering needed to be exciting and ownable – across Amazon, social channels and Nature’s Bounty’s own website.

We started on Instagram – identifying key social influencers, building communities and creating brand-focused content, allowing shoppers to discover and explore what Nature’s Bounty and its products stand for.

This was supported by the launch of Nature’s Bounty’s first D2C offering, landing our new brand look & feel across all aspects of a new shopper-centric website and subsequent CRM programme.

We then revamped and optimised all product pages on core retailer Amazon, also linking to Nature’s Bounty’s very own brand shop, to close the loop on a 36o online shopping experience.