Yonder Media has taken a content-first approach for its latest Vita Coco campaign, the leading coconut water brand, to highlight its Pressed and Pure products’ health benefits 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.
Yonder Media 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.
Working with global podcast company Acast, Yonder Media also secured 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.
The podcasts are: The Emma Guns Show, Private Parts with Jamie Laing and Francis Boulle, Homo Sapiens, Reasons to be Cheerful with Ed Miliband and Geoff Lloyd, Running Commentary, Owning It and Films To Be Buried With.
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.
Outdoor activity will be focused around Vita Coco’s best-performing stores – including Sainsbury’s, Tesco and Asda superstores – to drive sales.
Ed Cox, Founder of Yonder Media said: “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.”
Rachel Hartley, Marketing Director at Vita Coco said: “Our summer campaign this year is an insight-led one that focusses on educating consumers on Vita Coco’s health benefits. We have a really exciting media channel mix from podcasts to proximity out-of-home and a suite of creative assets tailored to their channel and our audience segments. This is then layered with relevant and reactive messaging to make it fun and engaging. We are very excited for the campaign to be live!”
The new campaign follows Yonder’s striking work for the launch of Vita Coco Sparkling for which the media agency transformed old BT phone kiosks around London into eye-catching larger-than-life Vita Coco cans topped with bubble machines.
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