A change in packaging meant Seven Seas had lost the UK market-share for its leading product, Cod Liver Oil. Without an e-commerce website, loyal consumers couldn’t buy online from the brand.
Seven Seas was losing its customer base of 55+ shoppers – and failing to capture a younger audience.
A strategy was needed to tackle these challenges.
And so, the #TRUEAGE movement was born, combining our PR and digital expertise.
We developed an integrated strategy and creative campaign to stop the decline of Cod Liver Oil sales by educating and engaging consumers across online and offline platforms. Using the brand’s #TRUEAGE concept, which encouraged people to live on the outside the age they felt on the inside, we created a campaign microsite.
Not only did the microsite act as a campaign hub, it also directed users to take two important actions:
We developed a multi-channel digital marketing and advertising strategy, placing ads on channels relevant to the brands target audience and directing them to the microsite.
To encourage interaction with the microsite and nudge customers closer to buying product, we provided engaging on-site tools such as our bespoke Omega 3 calculator and Interactive infographic.
We developed a #TRUEAGE competition with a monthly prize of £1,000 as an incentive to gather customer data. Winners were encouraged to share #TRUEAGE experiences on social media, spreading the campaign organically and increasing brand awareness
Once content was developed and hosted, focus shifted to driving traffic through organic content distribution and a limited media budget.
Our digitally-focused strategy complemented PR and offline activation, with editorial delivered in publications including Red Magazine and Good Housekeeping.
To support the Omega 3 calculator, we collaborated with Stirling and Southampton Universities, to put Cod Liver Oil to the test. We measured the Omega 3 levels of 10 online influencers before and after taking Seven Seas Cod Liver Oil Maximum Strength for three months. Our influencers produced organic content in the form of blog and social posts, which helped the brand reach an additional 337,000 people.
We developed a pop-up shop in London with racks of clothing labelled according to age, rather than size. Psychologist Dr Becky Spellman analysed customer reactions as they were told certain items were too young or old for them. This was turned into a social experiment video, promoted across Facebook and hosted on our microsite.
Heidi Gresle, Managing Director of Merck Consumer Healthcare, stated:
“You were the best decision we made last year.”
We stopped the decline of Cod Liver Oil sales in the UK - even clawing back some previously lost market share.
Merck reported that the campaign drove its highest market share for the year, growing at a rate of +8.5%.
Key products (apart from Cod Liver Oil) in the Seven Seas range saw year-on-year growth and the brand now has data on 10,000+ customers via #TRUEAGE microsite.
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