Comvita’s #MyComvitaSecret

Challenge

Positioning Comvita Manuka Honey as category leader on social media, where affluent health conscious audience were, in an increasingly crowded market with a product at a high price point making cut through more difficult.

Execution 

Launching in late autumn, a key time for the brand, by engaging with hero health advocates bringing the product messaging to life and encourage trial and purchase of the product. This was done by engaging with healthy lifestyle advocate Madeleine Shaw & fitness and nutrition expert Hazel Wallace revealed their own ‘Comvita Secrets’ demonstrating product use and explained the benefits in their lifestyle content.

This campaigning platform, engaged other creators and supported by a comprehensive paid campaign that targeted and retargeted users with clear Call to Action to purchase.

Result 

YOY sales growth of 16% from 2018 via key retailer Boots. Also, resulting 16% increase in engagement from normal content created. Delivering on bottom line sales and ensuring Comvita Manuka Honey was part of the conversation around remedies to consider when faced with potential illness over the autumn and winter months.