Who doesn’t want a good night’s sleep? To help start the New Year off on the right side (of the bed), Jamieson Vitamins recently launch an integrated marketing campaign to promote new Jamieson Healthy SLEEP, a, natural, time-released, non-habit-forming sleep aid containing melatonin and stress-relieving ingredients that helps you fall asleep faster and stay asleep longer.
“With an increasing number of touch points with consumers, it’s increasingly important to have an integrated message and strategy to optimize all communication channels,” said Samira Amin, Brand Manager at Jamieson. “Together we determined that highlighting the positive side effects of a good night’s sleep with recurring pillow imagery and a positive, natural message across all platforms was most impactful.”
The public relations programming centred on making sleeping better your top New Year’s resolution for 2016. An extensive media relations push was rolled out in the fall by sending a creative ‘Pillow Talk’ media kit – featuring a king-sized pillow with messaging printed on the pillowcase – to target media and digital influencers. The kit also included details on the positive side effects sufficient sleep brings, statistics on sleep problems in Canada and samples of Jamieson Healthy SLEEP.
In December and January well-known pharmacist and author of The Canadian Encyclopedia of Natural Medicine, Sherry Torkos was enlisted to conduct a media tour with numerous TV, radio and print interviews across the country to discuss the importance of sleep to overall health and showcase sleep enablers and disablers.
The product launched in stores in the fall and the paid media campaign started in October and will run until May. In January, 15 second English and French TV spots for Jamieson Healthy SLEEP, highlighting the positive side effects of getting better sleep.
The campaign also includes radio, SEM including sponsored ads and social media initiatives such Facebook posts, tweets and email marketing communications.
To drive awareness and sales in-store, Jamieson’s internal design studio also created POP featuring the pillow imagery along with a call out message to “Get a better night’s sleep, naturally”. A pharmacist outreach program running from January to July will see Jamieson’s national sales force educating pharmacists about new Jamieson Healthy SLEEP.
Agencies Behind Jamieson Healthy SLEEP Campaign:
Public Relations: Cowan & Company
Media Planning: Internal
Social Media: Internal