|
Company: Nature's Sunshine
Company Description: Nature’s Sunshine Products (NATR), a leading natural health and wellness company, markets and distributes nutritional and personal care products in more than 40 countries. Nature’s Sunshine manufactures most of its products to set the standard for the highest quality, safety and efficacy on the market today. For additional information about the Company, www.naturessunshine.com.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Health, Fitness & Wellness
 Nomination Title: Nature's Sunshine Force of Nature campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
- Development – Late Q1 2020
- Test Campaign in three markets – Q3 2020
- National Campaign Q1 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Nature's Sunshine, headquartered in Lehi, UT, and with operations in Spanish Fork, UT, is a 50-year-old, publicly traded company (Nasdaq:NATR) committed to helping their customers live a life of wellness and well-being; manufacturing over 600 different health and wellness products that include herbs, vitamins, minerals, essential oils, protein powders, and personal care products.
Although Nature’s Sunshine helped create the modern supplement industry by pioneering herbal encapsulation, we haven’t been keeping pace with the market in recent years. The supplement industry had steadily grown 6-10% annually, but for more than a decade Nature’s Sunshine had not.
To return to relevance, we would need to make groundbreaking changes that would require the focus and efforts of our entire work force. To help us do this, our CEO, Terrence Moorehead, introduced the FAB Five; five global strategies to drive our activities, transform our company and ultimately restore Nature’s Sunshine to relevance with the modern consumer. These strategies included refreshing our brand, enhancing the business experience, delivering new digital tools, capitalizing on our manufacturing excellence, and ensuring that the right people are in place across our organization.
All these strategies centered around helping us become customer-focused and deliver omni channel experiences to the modern consumer. Knowing that the food and personal care industries are among the fastest growing ecommerce categories, we began planning for our first ever director-to-consumer (DTC) marketing campaign.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Throughout the rebrand process, we identified key elements of our brand that we wanted to communicate to our existing and perspective customers. “Sharing the healing power of nature” was a core value instilled by our founders over 50 years ago. We wanted to convey the benefits of that power to our customers in a simple and direct way and came up with the tagline “Be a Force of Nature.” This simple line articulated how nature’s healing power can help you be a force in your life. We also wanted to focus on creating an icon for the brand, choosing to use the silhouette of our newly rebranded bottle, and set about creating engaging content to drive consideration and purchase.
Before jumping in headfirst, we worked with our global team to launch the Be a Force of Nature campaign in three test markets—Austin, Miami and Chicago—in Q3 2020, with social ads, videos, radio ads, outdoor advertising and more. In our test markets, we learned that the campaign was ownable and that it generated revenue. With these positive results in our test markets, we launched a full-fledged, national campaign.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
We leaned into specific Out-of-Home placements and deployed a massive amount of digital creative through paid media targeting to 35-55 year-olds who were seeking a healthy lifestyle and who might need help on their journey.
We quickly saw that our advertising impacted both sponsored existing customers and unsponsored new customers. While new customers were driven to purchase through our advertising, we quickly realized there was a positive halo effect on our existing distributor force, helping to drive incremental purchases.
Not only did we lean into digital advertising, we also listened to conversations and topics where we had an opportunity to add value. Our biggest moment came in April 2021 when a viral conversation around chlorophyll took place.
We fueled the fire, turning all our digital advertising to chlorophyll, changed our website content and sent out engaging and recipe-based email content. We also provided influencers with chlorophyll gift packs earning mentions on their platforms. The result was a 160% increase in our chlorophyll sales during April!
Over the course of 2021, the Be a Force of Nature campaign delivered the following results:
Total Revenue: $15,691,848 in total revenue
Total Advertising Impressions: 199,473,982 total advertising impressions
Total Advertising Clicks Thru: 953,484 total advertising clicks
ROAS: 7.97 return on advertising spend, against a typical benchmark of 4 (We had originally set a stretch goal of 4.5 at the beginning of the year).
62.5K total Unsponsored transactions
30.9K total unique unsponsored accounts created
34.1K unique unsponsored transactions
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
| Attachments/Videos/Links: |
|---|
|
