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How We Executed an Award-Winning Influencer Marketing Campaign for Jamieson Vitamins Case Study

How We Executed an Award-Winning
Influencer Marketing Campaign for Jamieson Vitamins

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Marketing Effectiveness Award Logo

2021 Summit International Awards Winner

350K+

Engagements across
social media

54

Unique influencers

Marketing Effectiveness Award Logo

2021 Summit International Awards Winner

250

Pieces of influencer
content

130K+

Visitors to
Jamieson’s website

About How We Executed An Award-winning Influencer Marketing Campaign For Jamieson Vitamins

Jamieson has consistently been voted Canada’s most trusted brand of vitamins. They set themselves apart with their industry-leading commitment to providing consumers with the purest, safest and most effective natural health solutions available.

Jamieson is proud to offer Canadians a variety of natural health products for the entire family, including:

 

Vitamins And Minerals - The Influence Agency

Vitamins and Minerals

Health Supplements Including Omega-3s - The Influence Agency

Health Supplements
Including Omega-3s

Digestive Health Products & Natural Sleep Aids - The Influence Agency

Digestive Health Products
And Natural Sleep Aids

Prenatal Vitamins & Growing Children Vitamins - The Influence Agency

Prenatal Vitamins and
Vitamins for Growing Children

Herbal Extracts & Botanical Solutions - The Influence Agency

Herbal Extracts and
Botanical Solutions

Natural Beauty & Skincare Products - The Influence Agency

Natural Beauty and
Skincare Products

Jamieson products have a worldwide reputation for purity and potency. Their industry-leading commitment to quality, through their 360 Pure Commitment, guarantees that their products are of the highest quality available.

Jamieson products- The Influence Agency
Jamieson Essential Products - The Influence Agency

The Opportunity

Jamieson was looking to increase their brand awareness in Canada and establish themselves as the number one brand of vitamins.

The KPIs for the program were as follows:

1.

Generate relevant reach, impressions, and engagement across Canadians who are interested in health and wellness

2.

Create educational and relevant content that spoke to wellness enthusiasts, families, and fitness lovers

3.

Educate Canadians and empower them to #OwnYourHealth through accessible content that demystified the vitamin and supplement space

Jamieson Natural Sources Gummies - The Influence Agency
Influencer For Vitamin And Supplement - The Influence Agency

The Outcome

The Influence Agency identified a custom branded content, influencer marketing, and targeted paid media strategy to support the 2021 KPIs.

The strategy for each service was as follows:

Influencer Marketing

Partner with a mix of micro and nano influencers in the family, lifestyle, and wellness categories to create static posts, reels, and Instagram stories across the year.

Leverage media personalities Sangita Patel and Tracy Moore as brand ambassadors for the duration of the campaign as they aligned with the TV integrations Jamieson was running on Entertainment Tonight Canada and Cityline.

Partner with fitness influencer Beverley Cheng throughout 2021 to create monthly content for her page and the brand page to maximize her exposure as a brand ambassador.

Custom Branded Content

Each month, Jamieson focused on a new theme for their social media and digital marketing. The Influence Agency created custom photography, video, and stop motion assets that aligned with the monthly themes, brand aesthetic, and elevated the brand's visual identity. The custom branded assets were used by Jamieson for their organic social media, paid ads, newsletter, blogs, and website.

Paid Media

Each month, influencer content was amplified via boosted posts to increase reach, impressions, and clicks to the site. In addition to boosted posts, influencer content and custom branded content were repurposed with strong calls to action for custom ads that drove site traffic and conversions.

Fitness Influencer For Jamieson Vitamins - The Influence Agency
Influencer For Jamieson Vitamins - The Influence Agency
Jamieson Gummies - The Influence Agency
Media Influencer For Jamieson Vitamins - The Influence Agency
Media Influencer For Jamieson Vitamins - The Influence Agency
Influencer For Jamieson Vitamins - The Influence Agency

The Content

Throughout the duration of the 2021 program, there were multiple campaigns that spoke to key brand themes and tied in relevant Jamieson Vitamins products.

The content produced for each campaign was leveraged on the brand’s social media, newsletters, website, and blogs, and complimented the Jamieson overarching marketing strategy in-store and their out-of-home initiatives.

Each phase we tailored our strategy for the influencers we partnered with to ensure the genre aligned with the theme. The branded content strategy was also unique for each phase and we ensured the propping and aesthetic matched the theme.

The campaigns throughout this program focused on a mixture of seasonal wellness, including cold & flu support during winter months and summer health. In addition to core brand themes that spoke to the quality and range of products that Jamieson offers for all members of the family.

Cold & Flu Support During Winter Products - The Influence Agency
Cold & Flu Support During Winter Products - The Influence Agency

Summit
International
Award Winner

SIA 2021 Winner Logo

Jamieson Vitamins was awarded Silver for the 2021 #OwnYourHealth campaign.

The Summit Awards organization dedicates itself to recognizing excellence in the communications and marketing industry and is the oldest and most prestigious organization administering marketing awards exclusively for firms with limited billings.

The Summit Marketing Effectiveness Award (MEA) – A unique competitive arena where the judging criteria are based on the true purpose of advertising and marketing communications; to influence the consumer’s knowledge, attitudes, and beliefs.

The #OwnYourHealth campaign demonstrated for innovative and leading-edge creative work that used strategy and results-based effectiveness to create solutions in today’s marketplace.

We executed a mix of brand ambassadors (Tracy Moore, Sangita Patel, Beverley Cheng), micro and nano influencers, paid media, and branded content to deliver an integrated campaign to drive awareness about the quality and trustworthiness of Jamieson Vitamins products.

Jamieson Tart Cherry + Turmeric - The Influence Agency
Jamieson Vitamins Products - The Influence Agency

Total Results

In 2021 a key component of our influencer marketing strategy was ensuring that BIPOC and minority voices were amplified in the wellness space.

Over 77% of our impressions were from BIPOC and minority influencers who shared their tips and personal experiences with wellness.

The 2021 Jamieson Vitamins campaign surpassed our reach goal by 21% and impressions goal by 37%. Through leveraging a diverse range of influencers in various genres including lifestyle, fitness, nutrition, family, and wellness, we drove awareness about the brand and highlighted that Jamieson is a trustworthy brand that they should lean on to support their health!

21%+ Reach Goal

Surpassed our reach goal by 21%

37%+ Impressions Goal

Surpassed our impressions goal by 37%

350K+ Engagements

Over 350K engagements

54 Influencers

We worked with 54 unique influencers

250 Influencer Content

Created 250 pieces of influencer content

3%+ Industry Average

Saw an overall engagement rate that was 3% higher than the industry average.

130K Clicks to Site

Drove over 130K clicks to the Jamieson website (Organic + Paid)

ROAS Lift

Through retargeting site visitors, abandoned cart targeting, and A/B testing, we saw a lift in ROAS

The 2021 Jamieson Vitamins campaign surpassed our reach goal by 21% and impressions goal by 37%. Through leveraging a diverse range of influencers in various genres including lifestyle, fitness, nutrition, family, and wellness, we drove awareness about the brand and highlighted that Jamieson is a trustworthy brand that they should lean on to support their health!

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