Winner, Consumer Marketing and Social Marketing, 2011 PRIA National Golden Target Awards
It was an unheard of product in a category many are wary of… and the brief was simply to turn it from zero to product hero.
Struggling to get product off shelves, Vitaco Health approached Crossman Communications to create a strategic campaign for BiolaneTM Active Green-Lipped Mussel Extract.
Although an effective natural solution to alleviate joint stiffness and pain, there was no ‘news’ surrounding the product, media sceptics abounded and editorial restrictions by regulatory bodies were problematic.
To champion BiolaneTM – and its two sub-brands, including one being launched into the Australian market – Crossman developed a strategy based on credibility.
We established trust via compelling case studies and credible spokespeople – a scientific guru, supported by a much-loved ambassador – and ensured relevancy with Newspoll research to demonstrate joint stiffness affects most Australians.
Popular television program, A Current Affair, was targeted to tell the story, setting the scene for a wealth of media coverage. The story resonated deeply with Australians, who swamped message boards to find out more information and/or give their testimonials. The on-air item was quickly backed up by a string of radio interviews and print coverage around the country, the majority with Flemming as the spokesperson.
To extend the life of the campaign and control messaging, we developed a series of consumer promotions in community newspapers, health magazines and websites, encouraging people to live active and healthy lifestyles by offering them a chance to win a Rebel Sport voucher.
6 TV interviews on the product and its benefit including three segments on Channel Nine’s A Current Affair
8 radio interviews for the designated spokespeople – John E Croft, the Mussel Man, and high profile case study, Jane Flemming
3 targeted newspaper features and a range of online articles
85 promotions across newspapers, magazines, radio and online
100% key message delivery
Nutra-Life Musseltone sales increase by 697% in the month directly after the PR campaign began
Sales of Wagner Musselforte were 471% higher than the optimistic forecast for November
Musseltone is now the number one selling product of its type in Australia