THE CHALLENGE
Blackout was a sleep support and enhancement product released by Nutrabolics in 2019. With a unique positioning and ingredients deck that set it apart from it's competitive set in the sleep aid market, the product needed to have it's core value proposition shouted. The goal was to gain digital traction for the cutting edge new product and build store pre-order demand and buzz for the unique new sleep product. The audience was 25-35 MF tech savvy career professionals looking to optimize their productivity and with interests in fitness and sleep support.
THE APPROACH
Working with key stakeholders, I built a campaign concept around the emerging concept of "biohacking", instead marqueeing blackout as a "sleep hacking" supplement specially designed for pre/intra nighttime optimization for better recovery and productivity. The budget was relatively modest, $1000 CDN ad spend + $1000 for media production + $700 in promo product. Media deployment included Instagram, FB, Youtube, website, press leaks, email, retailer contests, influencers, info sheets.
Art directed, co-designed & produced a video teaser showing glimpses of the new shrink sleeve packaging with “sleep” particles to build buzz around the upcoming product launch.
Particularly interesting parts of the formula like the macrocarotenoid blue light disruption blockers Lutein and Zeaxanthin were deliberately leaked to the press to set the product apart. Great care was taken to build all marketing collateral and claims from clinical research data generated during product development.
RETAIL LEVEL PROMO/CONTEST
Buy 12 units get a free bottle of Blackout and a pair of blue light blocking glasses to giveaway on their social media
THE WIN
— 30,109 unique Blackout video content views
— 280,000+ cross-platform content impressions
— 100’s of customer direct messages, comments and retailer business inquiries
— Sold 83% of first batch of 5000 units
— Follow-up campaign to support sell-through
