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Garden of Life

Grabbing "Attention" for Cleaner Vitamins and Supplements

Categories: Food & Nutrition Work

Garden of Life is the No. 1-selling organic and non-GMO vitamin and supplement brand in the natural products channel — small, independent health-foods stores, vitamin and supplement retail chains, and Whole Foods.

With a mission to empower extraordinary health by creating clean, traceable, whole-foods-based products, Garden of Life secured sales distribution in Target, Walmart, CVS, Walgreens and Costco.

Entering a new market with virtually no brand awareness among new shoppers who care about balance (but aren’t “health nuts”), all while being outspent 10 to 1, we had to find a way to stand out.

Our challenge: Encourage people to think about their vitamins and supplements the same way they think about their food. 

Idea:

A key element of the overall digital campaign was a first-of-its kind integration and partnership that ultimately leveraged a like-minded, authoritative, well-known voice to help tell our story.

With The Farm Project and ATTN: media, we co-created Season 2 of “Your Food’s Roots” starring Zooey Deschanel. In this original Facebook Watch series, Zooey explores one of her passions outside of acting — where our food comes from, how it’s made and how it affects our world.

We played an instrumental role in selecting the topics covered in five episodes, providing credible third-party experts and inserted the brand into the content (in our own “Vitamins and Supplements” episode) and into the conversation.

Each of the five episodes included cut-downs and extra content pieces that helped drive views to the Facebook Watch series. In total, we produced 20 pieces of custom content. ATTN: media, The Farm Project, Zooey Deschanel and Garden of Life all pushed out content via social.

Results:

As a result, we surpassed expected impressions, guaranteed video views and anticipated engagements with the content we created with ATTN: media. The engagement rate for this campaign outperformed ATTN: media’s other premium channels on Facebook Watch. But most of all, we also contributed to an overall sales lift for the year.

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