a Capturing the collagen category | Carmichael Lynch Relate
Garden of Life

Capturing the collagen category

Categories: Food & Nutrition Work

Consumers were crazed for collagen — a naturally occurring protein in the body that diminishes significantly around age 30 — as celebrities and influencers touted the use of collagen supplements to restore the natural beauty of hair, skin and nails.

Garden of Life, the leader in delivering traceable whole-food vitamins and supplements, saw possibilities for this life-changing elixir and developed a market-leading formula of grass-fed collagen products.

Our challenge: Launch the line and break into a category currently dominated by one collagen brand.

Idea

Garden of Life’s clean supply chain, traceable ingredients and third-party certifications gave it a distinct advantage in the natural beauty space.

Beauty, fitness and lifestyle editors received product details, samples and beauty treatments at a VIP media event in a New York City nail salon.

We influenced the influencers at Beautycon’s Los Angeles show, where brand ambassadors drove traffic to our booth and VIP sampling area.

A social engagement campaign offered branded product, lifestyle, recipe and influencer content.

Paid digital ads introduced the products’ benefits, driving consumers to Amazon’s storefront.

Just ahead of Amazon Prime Days, a sales event deal featured an Amazon Live video of a Garden of Life educator and chef discussing product uses and benefits.

Results

One of the most successful product launches Garden of Life’s history:

  • 75M+ earned media, 12.3M social media, and 23.4M paid content impressions for the launch
  • 38.7K social post engagements, 98K clicks to site
  • In less than one year, Garden of Life was No. 3 in the market
tower