The power of PR for Nature’s Way
The Felicity team was tasked with increasing awareness of Nature’s Way cold and flu care products in order to achieve 2015 target sales goals.
Seize seasonal timing opportunities to position Nature’s Way as a trusted leader in cold/cough/flu remedies in the natural health product area. Because of strict regulations surrounding natural health products, it was important to leverage the credibility of trusted third-party spokespeople to bring this leadership to life. The team developed media training materials, selected third-party spokespeople, compiled gift packages for distribution to top journalists and conducted one-on-one media outreach. Research played a big role, as finding bloggers who were open to natural health products was key to success. When bloggers were under the weather they shared their personal experiences with the Nature’s Way products for an authentic impact.
Felicity secured coverage with 12 media outlets, and also built relationships with reputable third party champions. The campaign exceeded its goal of media metrics by 118%, earning 3,389,426 total impressions. The program also tripled media/blog coverage targets. Nature’s Way made headlines in Huffington Post Canada, CHCH, Breakfast Television and healthy living blogs. In terms of sales, the overall cold and flu category for Nature’s Way grew by 7%.