Omega-3 is the new diamond

Главное о кейсе

Since our main goal was to increase brand awareness, differente from competitors through delivering product uniqueness and increase sales, we measured appropriate KPIs.
Total reach of videos was over a million people (1.026.021), which is over 40% of the whole target audience. We were supported by 18 bloggers, whose posts were seen by 2 247 400 people.
Our jewelry - and the product at its core - has received many free references in key women's media (print and online) that our target audience reads. 61 publications brought in a total of 233,787,440 impressions, for which not a penny was spent.
In addition to excellent coverage indicators, the campaign provoked the appearance of numerous product reviews , which made us confident that our audience began to better understand what quality Omega-3 means and, most importantly, that NFO's Omega-3 lives up to its high price. Now it’s not “too expensive”, it’s “expensive, but worth it”
In terms of impact on sales, the campaign is designed to grow in the long run, but even a short-term effect is already noticeable: sales grew by 15% compared to the same period last year. Brand awareness increased by 20%.
Additionally:
Diamond mining and jewelry production dramatically harm our environment. Ammonia emissions, soil destruction, unsuitability of land for agriculture, etc. We hope our campaign at least partially attracted attention to this problem and encouraged people to replace diamonds with another “jewelry” - their own health.

Бизнес-задача и ее решение

Background:
Norwegian Fish Oil produces the purest Omega-3, without any synthetic additives, which is a unique offer on Russian market. All of NFO products have quality certificates. But this means that our product is more expensive than competitors because of its higher quality.
Competition on the market is tough, there are several well-established brands with much higher level of brand awareness, bigger media budgets, wider assortment and better distribution network.
Basically, NFO produces the best in class product, but faces problems in delivering its benefits to the audience. Unfaceted diamond yet to reveal its true value.

Task:
Our main objectives were to increase brand and product awareness as well as to justify price premium. To do that we needed to deliver its unique attribute: ultimate purity and quality.
And we needed to do that within a tight budget, incomparable with big competitors.

Communications challenge:
We faced two main challenges: high price of product and insufficient media budget.
Our competitors are big brands that spend hundreds of millions of rubles per year on marketing campaigns, while NFO has never invested in media presence. Moreover, our competitors have wider assortment, which helps them to drive overall brand awareness and trust.
In addition, NFO product is significantly more expensive (our price is 30% higher than our most expensive competitor and 4 times higher than the most popular brand on the market). This is due to higher purity and quality of the product, but our consumers are not that well informed and engaged to understand the difference.
And one more challenge – Omega-3 is basically fish oil. And fish oil is a product that we often consumed back in UUSR days, so the product is not perceived as something trendy and modern.

Audience:
According to statistics, Omega-3 is most popular among Men and Women 25-49 and Women 50+.
Our strategic decision was to narrow down the audience from “everyone” to young women 25-35, living in big Cities and with above average income.
They are interested in beauty category and healthy lifestyle. Ready to spend money on themselves. They live in digital, use it to find about the latest trends and for shopping.
This is the audience that our competitors have never approached. And these Women are ready to pay premium price if we manage to deliver product value.

Strategy:
In order to deliver product superiority and justify high price, we decided to build association with something our audience are used to pay for. And Women never save on their beauty.
Our product is pure Omega-3, without additives. And what is absolute purity? Diamonds! Purity is what defines true value of a diamond, being its most important quality indicator.
In the meantime, We were looking for examples of goods for which high price was not a barrier, but rather a source of desire. And again, ended up with diamonds.
We formulated a message: “Health is the best jewelry”. But we didn’t just make a traditional campaign about Omega-3 being as pure as a diamond. Instead, we decided to replace diamonds with our Omega-3 capsules.
This is how we came up with an idea to create an exclusive set of jewelry with Omega-3 instead of diamonds.

Creative idea:
Created a unique set of jewelry with Omega-3 capsules instead of diamonds, which helped us to justify price and build association with beauty and luxury.

Realization:
First of all, we needed to find an ambassador that would help us to create this jewelry and make it really stylish and desirable. And we found Galina Youdashkina – a trendy Russian fashion designer. She was not a random choice. Her style is using pure, natural high quality materials, which fully corresponds with NFO values. Galina stated that the most beautiful things are created by nature, while designer’s role is to emphasize its natural beauty.
We needed to play by the rules of luxury beauty industry. So we created 3 video commercials aired one after another within a week. They created the feeling that we were advertising a real jewelry accessory. First video was a teaser with a draft design in drawing. Second one was a presentation of our masterpiece and the third was a reminder.
Also we needed to engage the audience. We decided to not only present jewelry, but to let everyone to try it on. So we created a gif-sticker in Instagramб so that women could not only to try it on, but also get a chance to win the real one!
This campaign was meant to become huge news, so we needed opinion leaders and media to support the launch.

Прочая информация о кейсе

Norwegian Fish Oil produces the purest Omega-3, being the most expensive brand on highly competitive market. Our goal was to attract attention and justify price premium. Inspiration came from diamonds, for which price is not a barrier, but a source of desire. With a famous fashion designer we created a set of jewelry with Omega-3 capsules instead of diamonds, building association with beauty and luxury.

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ООО «ОДАС Фарма» выражает благодарность креативному коммуникационному агентству DPG за разработку креативной концепции и стратегии и за эффективную реализацию интегрированной кампании по продвижению бренда «Norwegian Fish Oil Омега-3».
Проект был реализован на высоком профессиональном уровне, что позволило при нулевом медиа бюджете получить 233 787 440 медиа показов и более 60 публикаций в СМИ. В результате проведенной кампании продажи продукта выросли на 15%.
Благодарим руководство и сотрудников DPG за профессионализм и четкую организацию работы. Будем рады сотрудничать с вами в будущем.