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Renew Life
Probiotics
Strategy
Noelle Franz
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
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
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
User Personas
We collectively came up with the wants, needs,
and background of a typical millennial health-
conscious woman
Budget
Allocation
We precisely created a budget
on how to best disperse our
budget for the greatest reward
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.
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

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Renewlife Probiotics Strategy

  • 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