The strategy I chose was a project that my team and I presented to the leaders of Clorox while I was a student at the University of Arkansas. We had the opportunity to create a campaign, formulate insights, and create a strategy on how to best market RenewLife Probiotics at Walmart to its consumers.

1. Renew Life
Probiotics
Strategy
Noelle Franz

2. Instead of targeting the typical Walmart RenewLife shopper, this campaign aims to reach an untapped
audience that offers opportunities for increased sales and household retention rate. Millennial women
want affordable and simple health products with various functions and benefits. The campaign’s
empowering and honest tone will effectively reach consumers seeking holistic wellness products.
Executive Summary
Using diversified digital channels,
RenewLife will convey honest and
vibrant tones through content that
showcases women’s empowerment
and inclusivity, along with multi-
functionality and affordability.
Execution
To increase sales and
household retention rate
by targeting millennial
women aged 25-34.
Challenge

3. Marketing
Goals
LIFT ONLINE BRAND CONVERSATIONS BY
10% BY APRIL 1, 2020
DRIVE AWARENESS OF RENEWLIFE
PRODUCTS AT WALMART BY 10% BY END
OF JUNE 2020
INCREASE TARGET AUDIENCE’S
UNDERSTANDING OF RENEWLIFE’S
BENEFITS BY 15% BY END OF JUNE 2020
INCREASE HOUSEHOLD PENETRATION OF
RENEWLIFE PROBIOTICS (CURRENTLY 1.2%)
BY 12% BY END OF JUNE 2020

4. RENEWLIFE
PROBIOTICS
SWOT Analysis
S W
O
STRENGTHS
#1Women'sProbiotic
HigherpotencythanotherProbioticbrands
#1Probioticbrandwhenitcomestoconsumers
noticingadifferenceinhowtheyfeelafterusinga
probiotic.
Multi-functional(improveddigestive+vaginalhealth,
improvedskin,sleep+mood)
OPPORTUNITIES
Probiotic Supplements Market to hit USD 7.1
billion by 2026.
Women hold 85% of U.S. spending power and
millennial women hold $170 billion in spending
power. They are expected to represent the
largest spending power of any generation.
Hone in on cross-category, functional claims,
such as immune system health, skin
appearance or the gut/brain connection
WEAKNESSES
On higher end of target audience's ideal price
point
Substitutes exist.
Takes a month to see results -- young women
want quick results
Target audience is not present
when it comes to tv advertisements, therefore
decreasing their brand awareness on a
platform that could be highly effective
THREAT
Competitors like Align, Culturelle, Garden
of Life and Fortify are well-known brands
fighting for the same shoppers and
shelving space in Walmart.
Generic brands are cheaper yet not
effective. Customers have a lack of
education of probiotics and are not
noticing a difference when using generic
brands and leave the probiotic category
altogether.
T

5. User Personas
We collectively came up with the wants, needs,
and background of a typical millennial health-
conscious woman

6. Budget
Allocation
We precisely created a budget
on how to best disperse our
budget for the greatest reward

7. Visual and Data Driven Results
Through a strategic, detailed, and purposeful re-branding, we created potential advertisements of RenewLife
Probiotics that could be implemented using data found. We created a conversion formula, based off of
assumption of the target audience, that projects future revenue.

8. My team and I created this
campaign throughout the course
of the semester. It was a
collaborative effort, with my
focus as "Creative Director". We
had the opportunity to present
our entire project in front of the
leaders of Clorox.
Thank you for taking time to read
through.
Last Words