Premium supplement retailer Just Vitamins invited spottydog communications to help give its marketing strategy an extra boost and explore new channels to communicate with existing and potential new customers.
First up was a brand healthcheck – we conducted a customer survey, which we extended to non-customers through Facebook and Twitter to identify strengths, weaknesses and inspire future campaigns. This also helped us develop a tone of voice document and begin some segmentation and customer profiling. The revamped strategy focused on influencer outreach, engaging with bloggers, vloggers, digital magazines and health gurus to reach previously untapped online audiences.
Enhancing brand awareness amongst the core audience, we secured competitions with Prima, sixtyplusurfers, Bauer media group, Grazia, and Natural Health providing ½ million opportunities to see the brand. By developing blogger relationships, we secured reviews with Sloan, Harmony Blaze, Anywaytostayathome and TracyKiss. Celebrity nutritionist Rhiannon Lambert will be launching the new ‘Ask Just Vitamins’ engagement campaign with a series of three vlogs and blogs; ‘What are the vitamins we’re not getting enough of?’, ‘Can vitamins give me more va va voom?’ and ‘The three chill pills that you’ve never heard of’. Filmed and edited by our in-house studio team, the video content will be distributed through Rhiannon’s own channels, Facebook, Twitter, Instagram, Outbrain and Buzzfeed community. Underpinning this blogger outreach, a Twitter specific content plan was developed which doubled the following from 402 to 816 and had 1146 engagements in the first two months.