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Nutrex Creative & Social

I set out to differentiate Nutrex Hawaii’s supplement products with creative campaigns and and social collateral. Because their two primary products, Spirulina and BioAstin, had different target audiences, they each required their own unique strategies.

Creative Campaign. Social collateral.

Holiday Campaign

While retail shopping dipped, ecommerce grew during COVID, but in general most Americans are expected to spend less in the 2021 holiday season due to the profound impact the pandemic had on jobs and income. So while there’s an affinity for online shopping, Nutrex would face a harder fight for share of wallet. We needed to develop a phased marketing campaign to capitalize on the upcoming holiday shopping season.

Concept: 12 Days of Health

We came up with a concept called “The 12 Days of Health”. Social media crazes may come and go, but one that remains on-trend and wholesome is the “12 day” holiday marketing angle. A spin off of the “12 Days of Christmas” carol, this recognized device is a way to promote a series of relevant, on-brand ‘gifts’ to our audience.

Strategy Execution: 12 Days of Health

This concept involved teaming up with influencers and repurposing their content for ads and marketing collateral. For BioAstin, we sent influencers a PR kit that included free product and encouraged them to perform specific workout activities. For Spirulina, we sent a book with 12 festive recipes that all incorporated Spirulina and a bottle of Hawaiian Spirulina. After we received content from influencers, I then repurposed their content in paid ads, which included videos and static assets, that we would run on Facebook, Instagram and Pinterest.

We also promoted this concept using organic social. To do so, I created countdown teasers videos, as well as posts for each of the 12 days in the campaign.

Creative Campaigns

We created creative concepts that we could utilize in advertising campaigns.

If your daily routine includes spirulina, you’re not one to compromise. Visually striking with a memorable alliteration this creative strategy for spirulina set our sights on owning one of the most important attributes in supplements - PURITY.

For their BioAstin product, I took a different approach - focusing on real stories and real people. Testimonials serve as one of the strongest forms of marketing persuasion. And, by highlighting the various health benefits of BioAstin with powerful and diverse customer journeys by way of personal experiences we build authenticity in the BioAstin brand.

Ongoing Monthly Social Collateral

I design collateral and content for their BioAstin and Spirulina social channels on a regular basis.

BioAstin Social Assets

Spirulina Social Assets

Brand photoshoot guide

We realized their was a lack of up-to-date visuals to utilize in social, creative, and other applications. Therefore, we determined a brand photoshoot was necessary. This would give us photography bank of updated product labels, current farm/production facilities and Hawaii lifestyle. The goal of the shoot was to produce a robust library of visuals to use for creative and social media. To aid the art direction of the photoshoot, I created a brand photoshoot guide.

 Created while working at L7 Creative. Spirulina social mood board created by Bob Burks.