Alive! Multivitamins

Background

After the launch of their first UK campaign in 2015 and with a new creative direction, we were tasked with building on the previous campaign with the roll out of the new Alive! Soft Jells range in January 2016. The range includes Women’s Energy, Women’s 50+, Men’s Energy, Children’s and a unique sku called ‘Immune Support. Women’s Energy and Immune Support were our priority during the winter season.

Objective

Drive awareness of the Alive! brand

Drive online and offline sales by attracting new and lapsed multi-vitamin users

Support the positioning of Alive! as the go-to multi-vitamin brand

Target

ABC1 Women aged 30-49 (mums and non mums).

Solution

Our planning identified Print (especially magazines) and Online as key media channels to reach Women 30-49. From evaluation of our previous print campaign we identified the weekly magazine sector as the best medium for supporting brand awareness and driving sales. In order to stand out from the competition and maximise the number of products featured with a limited budget, we recommended moving from colour pages to book ends, securing positioning around high dwell areas or relevant editorial.

With the audience showing significant activity in the Online space for all areas of their lives, we supported Print activity with a “Lookalikes” Programmatic campaign in order to identify the Alive! target customer and reach them through their wider online behaviour in a cost efficient way. Driving click through to the Alive! website via digital display was a key brand objective in order to grow brand awareness, impact and nutrition education in a cost-effective way.

Results

Just 3 weeks into the campaign website traffic had increased by over 1000%. 89% of which were entirely new users.

Daily click rates for the campaign ranged from 0.11% to 0.24%, far exceeding the industry expectation of 0.08%. Programmatic was optimised by creative format, allowing Alive! to use the best performing formats to achieve higher number of conversions.

Clear peaks were reported in web traffic when print has been used in conjunction with the digital display and an increase in natural search has also been seen versus the week prior to the campaign going live.