Vitabiotics, a British nutraceutical company that specializes in vitamin and mineral based food supplements, wanted to do a story to highlight its Wellkid vitamins – a serious of products aimed at children up to 12 years old.
The large, mature children’s vitamins category today is worth over £60 million and is the second biggest in the VMS industry. Since Jan 21, the category has been slowly declining.
However, the Wellkid brand has bucked this trend, growing consistently quarter after quarter, stealing share from larger competitor brands Haliborange and Bassetts. Helping to drive this has been the growth of two successful licenses – Wellkid Peppa Pig and Wellkid Marvel.
The brand sought a breakthrough campaign for Wellkid (focused on the core, non-license range of products), to drive brand exposures in a culturally relevant way and help to sustain growth.
The brief given to 72Point was to develop an engaging, contemporary and culturally relevant that draws attention to the health and nutritional needs of children. The team developed an idea to look at parental tension when it comes to giving their children independence and freedom.
105 pieces of coverage ✳︎
Media Story With An Expert
Working with an expert, we offered tips to parents on how best to let their offspring go out into the world, which was supported by research of parents to find out how many struggle to do this and why.
It also investigated the ages at which parents believe children should be able to do certain things that help build their independence, from playing outside unsupervised and having a social media account to making their own lunch and walking to school with friends.
This allowed us to position Vitabiotics Wellkid as the authority and an expert on the welfare of children and talk to parents about a relatable subject they will also experience at some point.
Within the quotes, we were also able to highlight that supplements can give parents peace of mind that their children are getting the vitamins and minerals they need – giving them one less thing to worry about when their children want some extra freedom.
105
Pieces of coverage
41
Top tier coverage
Coverage Results
The story results in 105 pieces of coverage, with 41 of those on top tier sites, including the Mail Online, MSN, Yahoo, The Sun and Express.
There were 78 links back to the brand’s site, while the video and graphic was used across the coverage.