Nature’s Bounty — VitaBeans: Our beans are full of what?
Nature’s Bounty was founded in 1971, and it is a well-known nutraceutical brand specializing in the production and distribution of a wide range of nutritional supplements and healthy products. It is one of the world’s leading nutraceutical manufacturers.
It launched a new product, VitaBeans, which is launched on October 24, 2022. Vitabeans is a kind of gummy vitamins that come in five different flavors, each with a different functions, and users can choose the one that meets their personal needs.
What did Nature’s Bounty do?
In order to build momentum for this new product and to better penetrate the Canadian market, Nature’s Bounty launched a social digital campaign based on this product.
They created the tag in social media like Facebook and Instagram, and asking people what kind of health problems they are suffering from their daily lives, aiming to get more users to comment or transfer the the post. At the same time, Nature’s Bounty also released an advertisement about Vitabeans, promoting more details about the features of the product as well as amplifying the unique selling points of Vitabeans (like it can solve some health problems such as insomnia, hair loss, etc.)
People are taking their health issues more seriously, which means that the topics or tags like this can fester among a specific group of people in order to promote and build momentum.
The brand hopes that this campaign will drive awareness and trial, with creative highlighting the beans’ functional attributes and health benefits, with simple messaging and a tone that is fun and colorful to match the colorful beans themselves.
Results are mediocre and unsatisfactory
Overall, this campaign wasn’t topical or interesting enough to sustain its popularity on social media. On the other hand, this campaign also did not have any points that can attract users to participate, such as full reduction activity, gift sample, etc. Users do not get any benefits from this, this can also make the campaign become less effective.
So in fact, “Vitabeans” campaign was mediocre. It didn’t achieve a massive response and only had very little conversations on social media. On Instagram, the number of posts with the tag “Vitabeans” was pretty low, only around 5000. In 5000 posts, even there were a lot of advertising posts from collaborating influencers.
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