This month saw the launch of Holland & Barrett’s largest integrated campaign to date, The Wonder of Manuka. Account Executive Beth Heard explains how we activated this £1.5m flagship campaign for the UK’s leading specialist health retailer.
Produced in New Zealand by bees that pollinate the Manuka bush, Manuka is one of the most unique and beneficial forms of honey in the world. Its antibacterial properties are what sets it apart from traditional honey, with benefits that range from healing sore throats and digestive illnesses, to soothing allergies and improving sleep.
But what many consumers don’t know is that a shockingly large percentage of Manuka honey sold in the UK is ‘fake’, in that it is diluted or mixed with non-Manuka, despite being of a similar price.
Holland & Barrett wanted to set a standard in the industry for how Manuka should be imported and sold. So our campaign was less about product-heavy promotion, and more focused on education around the Manuka industry and standardising an already confusing grading system.
The Wonder of Manuka launched on August 1st and our integrated programme included corporate profiling, national news coverage, consumer PR, experiential in-store, street theatre and even a live beehive. Our campaign will run alongside print, digital, and television sponsorship which is running for a 3 month period.
The campaign also called for a dedicated influencer programme which was devised and led by our new Senior Influencer Strategist, Simone Stevens.
With a strategy focused on creating authentic and genuinely engaging content, we handpicked five top tier talent: TV presenter and model Laura Whitmore, and health and lifestyle influencers Stefanie Williams, Chessie King, Hattie Bourne and Tia Ward. With them we created bespoke social content which not only led to direct sales, but generated content that we could repurpose across Holland & Barrett’s owned integrated channels.
In addition, we secured over 100 pieces of micro-influencer content across Instagram, available to view with a quick search of the hashtag #MyManuka, reaching over half a million users at an engagement rate of 2.69%.
The campaign is still live and further activity underway. But what we can say is that Holland & Barrett is already tasting ‘sweet’ success with record sales in the first week of launch. Wonderful.