Objective

With the busyness of everyday life, it’s easy to forget the small habits that help us feel our best. For our largely millennial audience that’s more true than ever amid rising burnout and multigenerational caregiving demands. In 2025, 77% of millennials reported symptoms of workplace burnout, the highest of any generation (Seramount, 2025), and 1 in 4 U.S. caregivers are millennial, with many prioritizing others over themselves (AARP, Caregiving in the U.S., 2021).

As a result, self-care often slips. In fact, only 55% of U.S. adults say they remember to take supplements regularly, even though 92% consider them an important part of their self-care routine (CRN Consumer Survey, 2023).

Simply put, self-care is essential to being your best for others, yet it is often the first thing we forget. Nature Made set out to change that.

While the brand was already widely trusted for its science-first credibility, trust alone was not enough to shift behavior. The brief was clear: move beyond functional messaging and use emotionally resonant social storytelling to make daily supplements part of everyday life.

To do this, we launched Care Everywhere, a campaign designed to embed care into daily routines through relatable and unexpected moments that remind you to take care of yourself so you can keep showing up for the people you love.

The goal was not just reach or engagement, but behavior change. Care Everywhere made Nature Made a familiar, daily presence across social and reinforced supplements as a simple, everyday ritual.

Strategy

The “Care Everywhere” campaign positioned Nature Made as the small, daily reminder to care for yourself, so you can keep showing up for the people you love. In doing so, we transformed “care” from a marketing message into a daily behavior across social and real life.

But, Nature Made didn't just talk about care, we practiced it every day through:

1. Daily Vitamin Reminders: Bite-sized, scroll-stopping posts and short-form video that delivered gentle, creative prompts to take your vitamins or do one small act of self-care - engineered for frequency and familiarity to build mental availability.

2. Care Cues: Thoughtful pieces of content, beyond the vitamin reminders, that encouraged people to take care of themselves and others.

3. The Made to Care Challenge: Weekly creator-hosted prompts inviting people to spotlight someone who cares for them, and to encourage that person to care for themselves. Prizing included bespoke “Care Kits” and a wellness-getaway grand prize.

4. Acts of Care (Surprise & Delight + Seeding): We showed up with timely, meaningful gestures to everyday people, and extensive seeding to brand-friendly creators. Many recipients posted these gifts organically, further amplifying the “care” idea beyond paid partnerships.

Among them was 87-year-old Doug, who went viral after hand-making winter party invitations for all his neighbors. This inspired brands to join in by sending him party favors. We created a custom care package for Doug's post-party self-care, and when his family shared an unboxing video, our care package was featured, further extending Nature Made's “care” message.

5. Unexpected Creators: We intentionally went beyond typical wellness partners (think skydivers, a scuba diver, makers and artists) to reframe self-care through fresh contexts and communities. This delivered standout engagement and exceeded influencer benchmarks.

Results

“Care Everywhere” campaign was a hit! It not only shifted behavior, but also delivered on our core KPIs: 

KPI #1: Drive organic reach and relevance:

• The campaign surpassed the organic viewership goal by +293%, achieving 9.7M organic views and 51.5M total video views across the campaign.
• Influencer content further amplified reach, delivering 7.5M organic views (+276% above benchmarks) and 31.8M total views.
• Creators proved nearly 9x more cost-efficient than Nature Made’s organic benchmark, reinforcing the power of audience-led, native storytelling.
• A steady cadence of 185 total posts across channels helped establish Nature Made as a consistent, everyday presence in feeds.

KPI #2: Deliver engagement and spark consumer conversation:

• Audience comments reflected behavioral impact as people reported being reminded to take their vitamins or make time for self-care.
• Influencer content averaged a 4.2% engagement rate, exceeding category benchmarks and driving active participation across TikTok and Instagram.
• The campaign’s Acts of Care challenge exceeded our participation goal by +20%, reflecting strong community involvement.

KPI #3: Build mental availability and emotional connection:

• Content achieved 97–99% favorability, reinforcing the strength of emotional storytelling.
• +18pp more positive sentiment across the campaign than benchmarks; fans praised the creative and felt compelled to buy Nature Made VMS.

“Care Everywhere” extended Nature Made's presence beyond functional communication, creating a more human, caring brand identity that consumers noticed and interacted with more frequently.

Media