Green Leaf - Launching a New Health Frontier

Project Type

Integrated Marketing Communications

Date

Jul'21-Oct'21

Ask:

Green Leaf, a new nutraceutical product line from a family business known for its Ayurvedic products, required a launch campaign that would establish its presence in the health market. The product line included 12 herbal tablets, each offering unique health benefits, with a goal to differentiate it from the parent brand and establish a distinct identity. The objective was to create an impactful launch campaign with a budget of INR 3,000,000, focusing on mass reach through influencer engagement, strategic media partnerships, and distinctive packaging design.

Action:

Navigated the complexities of launching a nutraceutical product, ensuring it was clearly differentiated from medical products while establishing a separate identity from the parent brand.
Curated a comprehensive launch campaign that spanned three months, involving influencer gifting to 50 CAT A celebrities and 600 micro-influencers, ensuring broad visibility across diverse audience segments.
Designed the packaging and additional hamper elements to enhance the unboxing experience, reinforcing the product’s premium and health-focused positioning.
Secured partnerships with news aggregators, digital platforms, and new-age media to target different audience categories, ensuring the campaign reached a wide and varied consumer base. Partnerships included those with Man’s World India, Tweak India, UNIMO, etc.
Consulted on product packaging and social media content, focusing on creating a separate identity for Green Leaf that would stand apart from its parent brand, emphasizing its unique benefits and modern approach to health.
Executed a well-rounded strategy that involved selecting the most relevant publications and platforms, scheduling and coordinating activities, creating content that aligned with the publication’s style, optimizing SEO, negotiating deals, and ensuring timely delivery of all campaign elements.

Achievement:

The campaign successfully launched Green Leaf as a distinct and reputable brand in the nutraceutical market, achieving significant visibility and engagement while establishing a strong foundation for its growth.