Wellness supplement brand, Natural Vitality has been an expert in magnesium for over 40 years—its hero product, CALM has even grown a cult-like following. With consumers facing increasing daily stressors, Natural Vitality knew it was imperative to execute a campaign that communicated its product offerings as part of a holistic solutions approach to a younger, broader audience.
As Natural Vitality embarked on its expansion into becoming a holistic mental wellbeing solution with the launch of its new products for Mind, Focus, and Sleep–it was not a matter of whether they could be a part of the mental health conversation – but rather how could they show up in a genuine and engaging way?
The answer came in the form of music legend Lil Jon. His public evolution from high-energy hip-hop icon to mindful mental health advocate was unexpected yet authentic, breaking down barriers around who mental wellbeing applies to and what it can look like. For Natural Vitality, this shift mirrored its mission to combat stigma and advocate for accessible mental health support.
With Mental Health Awareness Month approaching, the brand knew they wanted to leverage this moment to execute a campaign that would allow them to integrate themselves into mental health conversations, encourage discussions around mental wellbeing and its negative stigma in mainstream and niche cultures, and champion their products as a form of everyday support.
The partnership between Lil Jon and Natural Vitality was an ideal fit—not just creatively but also because of their shared commitment to inclusive mental health. Lil Jon challenges traditional perceptions around mindfulness, and together, this collaboration presented “CALM” in an approachable context that resonated with both longtime fans of Lil Jon and new audiences alike.
The campaign kicked off with Lil Jon’s Manifest Abundance Album Retreat – an immersive album launch experience anchored in mindfulness and relaxation during Mental Health Awareness Month. Held at the Hotel Bel-Air, the event unfolded through a series of curated wellness activities. As guests arrived at the retreat, they were invited to enjoy sound beds, iPyramid installations, an ethereal sound bath, and massage chairs all designed to heighten their sensory experience and encourage deeper relaxation. These interactive installations also provided visually appealing backdrops for content sharing, driving social media engagement.
The retreat offered four Natural Vitality CALM mocktails, each inspired by CALM product flavors including CALM raspberry-lemon in “Serenity Swizzle” or CALM Mind Honey Chamomile in “Turn Down for Tranquili-tini”; adding a creative touch while infusing the soothing properties of magnesium.
However, the highlight of the retreat was a guided meditation led by Lil Jon, who shifted gears and guided guests through a meditation session inspired by tracks in his Manifest Abundance album focused on manifestation and inner peace–showcasing Lil Jon’s unique approach to mindfulness.
The activation wasn’t just an event—it became a content engine for sustained brand engagement. Understanding the rise in mental health conversations among younger, digitally native audiences, Natural Vitality seized the opportunity to engage where these dialogues unfold—on social media. The live meditation was captured in a way that invited viewers to participate from home, helping achieve 1.6 million views on social media; resonating as a top-performing piece of content.
A key strategy for the album retreat was fostering meaningful dialogue around mental health. The team partnered with Dr. Patrice Le Goy, a licensed marriage and family therapist, who joined Lil Jon in a fireside chat during the event, providing professional insight into the topic's significance. Including a mental health expert helped ensure the partnership wasn’t just creative, but also credible - driving home the importance of mental health with an informed perspective.
Beyond the retreat, the team struck a partnership between Natural Vitality and Open Paths Counseling Center, a Los Angeles-based non-profit offering community mental health resources to underserved communities. The brand pledged $100,000 to fund over 1,500 hours of free therapy and support hiring three therapists of color; directly supporting the brand’s commitment to accessible mental health resources.
To complement the experiential event, a multi-channel paid media strategy was executed, and an influencer strategy and a proactive PR approach were deployed. It featured digital media ads showcasing Lil Jon and CALM products across various digital platforms, brand-owned social channels, and a curated product selection from Lil Jon on the brand’s website. This strategic approach ensured that the campaign’s footprint extended beyond the retreat itself and successfully reached a wider target audience.
By leveraging event content for ongoing conversations on brand-owned social media channels and employing a PR strategy, the brand positioned itself as a thought leader in the wellness space. As a result, the retreat not only elevated brand visibility during the event but also laid the groundwork for sustained engagement, driving conversations long after the event concluded.
The results were nothing short of impressive. With over 1 billion social impressions, over 1,000 media hits, and a staggering 4.15 ROAS, the campaign generated massive digital engagement and was one of the best-performing ads in the brand’s history. Consumers were excited and really rooting for Lil Jon’s “glow up” in the comments section allowing them to connect with his story and journey in the exact way the brand hoped they would.
Additionally, the presence of 20 influential creators at the retreat, including Josh Otusanya (1.9M), ItsMyRayeRaye (1.5M), and TheRealDvyO (204K), amplified the event’s reach helping generate over 17M views across social and cemented it as a cultural moment in wellness and entertainment during Mental Health Awareness month. Content shared online post-event felt accessible, whether you were at the retreat or at home experiencing the content online afterward.
