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Nature’s Own: 'Force of Nature' campaign reconnects with customers

Nature’s Own uncovers everyday forces of nature in its first live experiential activation

Nature’s Own, one of Australia’s longest established vitamin brands, is driven by its mission to help the well-being of the nation through promoting better forms of nutrition. The brand wanted to bring to life its Force of Nature campaign, and reconnect with its heartland of mature consumers through an interactive and immersive experience held at a high-profile event.

After a period of losing sales and market share to its competitors, Nature’s Own came up with the Force of Nature marketing platform to reconnect with its core target audience of 50+ and celebrate older people who are living life to the full. The brand enlisted Because to create a memorable and meaningful ‘Force of Nature’ brand experience at a high-profile event that would feel bespoke to each visitor. The challenge was to differentiate Nature’s Own in the market in a way that would build loyalty and word of mouth, while educating consumers about different aspects of their health and how Nature’s Own could help.

We identified and negotiated sponsorship of the Floriade Festival – the largest floral festival in the southern hemisphere with almost 500,000 visitors, and a high proportion of Nature’s Own target consumers. We created a pop-up Nature Dome to house an immersive experience over 30 days that equipped consumers with tools and ideas on how they can how they can work with nature to help their body as it ages and become a ‘Force of Nature’. Visitors were invited to discover more about their own natural strengths and weaknesses through a series of personal health tests that suggested the Nature’s Own products best suited to their needs. They could also benefit from free educational health talks and one-to-one naturopathic consultations. The activation also included a photo booth and social media competition to win a FitBit, which spread the campaign reach online and resulted in a significant amount of data captured.

consumers entered the activation
in penetration increase in the 55+ demographic
direct retail sales achieved

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