Caring for your mind is now a no-brainer. In June 2017, Natrol introduced a new brain health supplement to the market, Natrol Cognium. Cognium has the #1 clinically studied ingredient for memory among leading brain health supplements and improves memory and concentration.
Our objective was to successfully launch Natrol as a brand into the brain health category via our Cognium product launch to a distinct wellness enthusiast consumer target. The strategy was to engage the target with our science-based messaging through a three month multi-media campaign encompassing digital, social, influencer, PR, TV, print, paid search, satellite radio, and trade marketing.
Starting in May, Citizen rolled out a content marketing plan in support of Cognium across Natrol's owned Facebook, Instagram, Twitter, and Pinterest. The snackable social content - which included brain games, memes and quotes via GIF, short video and original photography - focused on raising awareness around Cognium's science-based benefit messaging, with the goal of driving engagement. Top performing organic content and press hits generated as a result of Citizen's PR efforts were boosted with paid dollars, amplifying the reach and impressions to Cognium's target consumer.
In June, we turned up the volume with a social giveaway to introduce the wellness enthusiast to Cognium in a relatable, engaging way. The giveaway, titled #CogniumMoment, asked Natrol's social media fans to submit an entry describing a recent "brain blank" or "memory fail." The giveaway was promoted with paid social boosting and via strategic partners such as the Natrol Squad (Natrol's social influencer and blogger partners).
The Natrol Influencer Squad was further mobilized to publish blog and social posts, generating more buzz and ultimately raising awareness and engagement surrounding new Natrol Cognium.
Also in June, we partnered with trusted media property PopSugar Moms to publish dark social posts on PopSugar's Facebook and Instagram leveraging Natrol's owned creative assets, giveaway promotion and science-based messaging.
On top of the other media elements in market, we also mobilized an official Natrol Cognium spokesperson via SMT, deskside briefings, press releases, social media posts, and a webinar.
The cohesive effort amounted to hundreds of thousands of social impressions, hundreds of clicks to the Cognium product page on Natrol.com, as well as social growth across Natrol's Facebook (+0.5%), Instagram (+46.4%), Twitter (+0.5%), and Pinterest (+3.5%) from May through July. Natrol's social share of voice grew to 52.19% with increased positive sentiment (+50%) for "Natrol Cognium" from May-July 2017. The #CogniumMoment giveaway generated over 200 hilarious and humbling entries from engaged fans, which were later repurposed to create more owned content for Natrol's social pages. Most importantly, we met our initial objective and brand goals of successfully launching Natrol into the brain health segment.