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Digital Transformation

The Challenge

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.

Despite its stateside prominence, this side of the pond Nature’s Bounty needed developing from the ground up – from brand positioning, architecture and tone of voice, through to channels and messaging. Plus an all-important ecommerce offering that could keep up with today’s fierce competition.

Once we had strategically built the brand, we wanted to create an exciting and ownable presence for Nature’s Bounty across all ecommerce channels, from website to Amazon, taking advantage of the acceleration in online shopping, the rise in social reassurance and the ever-growing importance of wellbeing. The focus was creating a connected experience for the Nature’s Bounty shopper, to guarantee brand consistency wherever it is encountered.

Social

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.

We identified key social influencers, started building communities and created brand-exclusive content that would allow shoppers to discover and explore what Nature’s Bounty and its products stand for.

 

Direct to consumer

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

Amazon

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.