Omega-3s
Omega-3s: always a good idea for your heart.
Challenge
The omega-3 market had lost $149 million in sales, according to Nielsen. The decline was due to a variety of factors, such as negative stories in the health care mass media, lower top-of-mind awareness compared to other supplements, and a trend towards less regular use of omega-3s by long-term users.
Challenger Brand Solution
Symbols of Re-evaluation
Working with respected global market research leaders at IPSOS, GKV implemented a three-phase methodology to identify the target audience and campaign messaging. The messaging strategy that emerged centered around heart health and trigger moments;: events or occasions in every person’s life that remind you that you only have one heart and that it’s time to take care of it.
Test Market
Charlotte, North Carolina, was identified as a suitable market for testing the campaign before rolling it out nationally. At the end of the test run, Charlotte was the second-best performing market in the U.S. The Charlotte campaign improved the monthly year-over-year sales growth rate by 6.5%!
National Rollout
Expanding from a highly successful single-market test in Charlotte to a modest national rollout, the omega-3 campaign helped increase sales in a period of 10 weeks compared to the prior year.The national campaign increased the year-over-year sales rate by 1.12%.
Results
- 35.7% of existing omega-3 users reported that they increased consumption after seeing campaign ads.
- 18.3% of non-users reported being extremely likely to start using, or resume using, omega-3 products after being exposedto the campaign.
- The biggest sales gains were in the largest sellers and with branded products
- Unit sales grew by 1.26% nationally from the year-over-year average; pushing out of the negatives for the first time in 2015
- The campaign delivered more than 325,000,000 impressions.
