32% market growth in product categories through long-term communication campaigns

In collaboration with our partner, we first identified the company's key challenges and assessed the market conditions in the dietary supplement industry. We explored consumer habits across various product segments and analyzed how shifts in consumer behavior are influencing sales at physical retail locations.

Based on market analysis and an understanding of the target groups' habits, we developed a multi-tier communication strategy tailored to seasonal needs. We also reviewed key regulations in the dietary supplement industry and adapted the company's global guidelines to the local market. Special focus was placed on defining target personas and selecting the most relevant communication channels. For example, we recommended digital media advertising for the older demographic, instead of relying on social media.

We developed a long-term communication strategy, structuring digital activities into three levels.

Level 1:
Seasonal campaigns tailored to specific needs and sales focuses for each period: immunity from November to February, bones, muscles, and joints from March to June, and chewable formats for children and adults in July and August. The in-between periods were used to highlight products with smaller focus.

Level 2:
Communication of the key annual focus, such as specific product groups like magnesium, supported by a range of activities, including partnerships with influencers and a nutrition expert.

Level 3:
24/7 digital presence, ensuring continuous visibility at crucial stages of the customer research journey, primarily through Google Search advertising. This ensures the brand is visible when consumers are actively searching for information on dietary supplements.

This multi-level approach created a strategy that supports sales at physical retail locations and ensures ongoing brand visibility in the digital space.

In line with brand guidelines and regulatory restrictions on dietary supplement advertising, we executed creative campaigns throughout the year to raise awareness that Jamieson provides everything needed for optimal health, regardless of the season or specific needs. These efforts were reinforced by messaging that highlighted quality, heritage, and the fact that Jamieson is a leading, trusted brand in the dietary supplement market.

Level 1: Seasonal Activities
In each seasonal campaign, we focused on addressing the specific needs and pain points of customers relevant to that time of year, while emphasizing the product benefits. We also considered consumer purchasing habits , interests, and the channels they frequent when planning communication activities and materials.

For the fall-winter campaign , we crafted creative ads that captured the common feelings people experience with the cooler weather, linking those emotions to the benefits of immune-boosting products under the slogan "Stay strong with Jamieson". The blend of a light-hearted and playful tone with a health-focused message allowed people to resonate with the campaign and recognize the product advantages. For the campaigns promoting chewable vitamins for both children and adults, we collaborated with influencers, adding an interactive dimension and extending our reach to younger, family-oriented audiences.

Level 2:
Key Annual Focus Each year, we designed larger advertising campaigns centered around select key products.

In 2023, the main campaign focused on the magnesium product line, branded as the OMg Campaign . The ads highlighted typical pain points and frustrations through relatable "OMg moments," emphasizing how Jamieson Magnesium could help solve these issues. To boost engagement, we included an online quiz that helped consumers find the right magnesium product for their needs. The campaign was also extended to social media , along with radio advertising , featuring radio host and influencer Alen Podlesnik, who appeared in the main video, further enhancing the campaign’s visibility.

In 2024, we shifted to a more professional approach for the Jamieson Magnesium campaign, with a focus on an older demographic. Partnering with a nutritionist , we created articles distributed across various online media, offering expert, informative content that further supported product sales.

We effectively translated the long-term communication strategy into practice across various marketing channels. Through our ongoing monthly collaboration, we planned and executed continuous marketing activities aimed at boosting brand awareness and increasing sales.

Throughout the year, we combined advertising on Meta and Google platforms (Search, Display, Discovery) with YouTube ads, supported by advertising on Slovenian online media through the Adverta network. Some campaigns were enhanced with content articles, which we distributed across various online media outlets.

We developed a comprehensive social media strategy, creating and designing content and graphic materials, while managing the Facebook and Instagram accounts. We further amplified the campaigns through collaborations with influencers, enabling us to reach new target groups and increase brand awareness.

For the OMG advertising campaign, we produced a 30-second flagship video ad that was designed to be easily cut into several shorter 6-second thematic videos, each focusing on a specific issue. This approach was ideal for digital advertising. Our team crafted the creative scripts and closely collaborated with the production team on the direction.