The Power of PR for Nature’s Way
The challenge:
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.
What we did:
- Felicity seized seasonal timing opportunities to position Nature’s Way as a trusted leader in cold/cough/flu remedies in the natural health product area.
- 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.
The results:
- 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%.