ABOUT

The brief
Over the last few years, Australians were being bombarded with ‘wellness’ messages from different health brands using fads and celebrity endorsement to promise an unrealistic notion of health nirvana.

Unsurprisingly, consumers were becoming more and more confused, unsure of where to turn for genuine, useful health advice.

Blackmores is a pioneering vitamin and natural health company with over 80 years experience in Australia that along with quality product, offered a personalized naturopathy service and honest, pragmatic advice about what the individual needed.

They were leaders in health research but not only was their knowledge not getting to where it needed to go, but the brand was not seen as relevant.
This was our challenge.

The idea
We needed to change everything. ‘Wellbeing’ had lost its impact but with a little knowledge about what their own body needs, we could help people on your way to “Be a Well Being”

This wasn’t just a brand idea but a refreshingly honest and empowering long-term philosophy that we applied to all aspects of the business, from our communications to staff training and partnerships.

The ‘Be a Well Being’ campaign introduced a new tone of voice and way of talking to people that was miles away from the patronizing celebrity images and vacuous promises of our competitors. Bold art direction featuring playful and graphic photography and illustration took cues from educational material, while always keeping our message front and centre, allowing us to reach a whole new audience.

Results
During the campaign period Blackmores became the number one brand associated with achieving better health, with brand consideration increasing by 24%.

Sales figures are up and with the campaign now expanding into new products, we hadn’t just rebuilt the Blackmores brand, but were building a nation of knowledgeable and empowered Well Beings.

Additional results
• 34% increase in website traffic month the campaign launched (month pre-campaign and campaign-launch)
• 28% increase in organic search month the campaign launched (month pre-campaign and campaign-launch)
• 14% increase in calls to Blackmores naturopaths
• 40% increase in email open rates with a 91% increase in CTRs
• 574% increase in Facebook engagement (YOY)