For Vita Coco’s latest campaign, we have taken a content-first approach to highlight the health benefits of the brand’s Pressed and Pure products, and how they can support an active lifestyle.
The multi-layered media campaign involves a digital partnership, podcasts, paid social and outdoor. It focusses on building understanding of Vita Coco’s health benefits, in response to audience insights which revealed that people have become increasingly health conscious and are looking for products that support the immune system as well as an active lifestyle during lockdown.
To develop our media plan, we analysed Vita Coco’s existing customer base and identified three distinct passion points: Family & Nutrition, Beauty & Image and Exercise & Fitness. Messages have been created which are tailored to suit audiences for each and will run across a blend of publishing platforms.
A digital publishing partnership with Hearst Magazines has secured original editorial, social and video content across four of the publishing giant’s most popular titles – Women’s Health, Cosmopolitan, Good Housekeeping and Runner’s World – as well as digital inventory across the Hearst network. And we’ve worked with global podcast company Acast, to secure sponsorship deals for eight podcasts to be released during the campaign’s eight-week run. Each is a different interpretation of the creative campaign’s theme ‘refreshing realisations’ and will feature the health benefits of the products.
Social targeting has been built around the Family & Nutrition, Beauty & Image and Exercise & Fitness audience segments. Beauty & Image messaging focuses on what vitamin C does for the skin, for example. For the Exercise & Fitness audience, Vita Coco is positioned as the perfect post-workout drink.
And finally our outdoor activity will be focused around Vita Coco’s best-performing stores – including Sainsbury’s, Tesco and Asda superstores – to drive sales.
As Ed puts it: “We wanted to show how Vita Coco is the perfect drink for those looking to lead an active and health lifestyle in these uncertain times. Our content partnerships with both Hearst and Acast, developed from an audience-centric strategy, allow us to decode complex messaging around the product’s health benefits in an engaging way, while providing some welcome light-hearted relief.”