| Title | FROM SEED TO SUPPLEMENT |
| Brand | AMWAY |
| Product / Service | NUTRILITE NUTRITION SUPPLEMENTS |
| Category | C01. Integrated Media Campaign |
| Entrant | OMD CHINA Shanghai, CHINA |
| Entrant Company: | OMD CHINA Shanghai, CHINA |
| Media Agency: | OMD CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Tracy Luk | OMD China | Business Director |
| Jacky Wan | OMD China | Planning Director |
| Aico Yu | OMD China | Planning Manager |
| June Li | OMD China | Planner |
The Results: Brand awareness increased from 77% to 79% (2.6% against 2% goal). Brand favorability increased from 62% to 64% (3.3% against 2% goal). Consumer recognition “Nutrilite plants their own natural ingredients” increased from 58% to 61% and Brand image association of “Nutrilite contains natural ingredients” increased from 69% to 71% by end of the campaign. Nutrilite retained No.1 ranking amongst nutritional supplement brands.
Competitive differentiation by describing and illustrating evolution from “Seed to Supplement” would enhance brand awareness and favourability. Business objectives were to achieve 2% increase in brand awareness and favourability. The executional strategy was creation of a “Nutrilite farm experience”. Media strategy was a campaign, in high affinity media for the target, across multi-media platforms with creative execution variations to build a holistic picture of the brand and “just-in-time” freshness connection between organic products, supplements and well-being. The media recommendation was for a 6-month campaign in 25 cities in two markets with 2-bursts of activity across 4 media platforms (TV, print, OOH and Digital) in 10 medium (5 OOH variations) with paid and advertorial executions. Creative elements, such as an augmented reality logo, provided integrating and interactive threads across multi-screens and throughout the campaign.
The Business Challenge Nutrilite is a leading brand of nutrition supplements in China. Their business challenge was to change their communication strategy to maintain category leadership and thwart competitors. Nutrilite’s strategy of utilising sports spokespersons to communicate benefits of supplements on overall health built brand awareness, top-of-mind recall and brand favourability. By 2010, utilisation of “expert” spokespersons became common in the category as it was a tactic to grow brand awareness. Nutrilite needed to again create a unique competitive positioning. The Big Idea: Consumers in tier one and two markets in China understood the connection between nutrition and health. Nutrilite’s target consumers were sophisticated in their understanding of natural and organic products but trust was crucial to driving purchasing. A change in communication strategy to “Best of Nature, Best of Science” enabled telling of a unique brand story to build trust.