Life'sDHA Promo, Case study INSPIRING A GENERATION OF BEAUTIFUL MINDS by Carmichael Lynch

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market United States
Agency Carmichael Lynch
Associate Creative Director Bob Berken
Released September 2011

Credits & Description

Category: Healthcare and Services
Senior Counselor: Lindsey Rose (Carmichael Lynch Spong)
Senior Counselor: Debra Hays (Carmichael Lynch Spong)
Senior Writer: Cindy Matson (Carmichael Lynch Spong)
Associate Creative Director: Bob Berken (Carmichael Lynch)
Digital Strategist: Robert Koski (Carmichael Lynch Spong)
Technical Architect: Sid Chadda (Carmichael Lynch)
Senoir Interactive Producer: Laura Coyle (Carmichael Lynch)
Senior Associate: Jaclyn Grossfield (Carmichael Lynch Spong)
Sr. Media Relations Manager: Meredith Kish (Carmichael Lynch Spong)
Associate: Amber Fadok (Carmichael Lynch Spong)
Manager/Brand Public Relations: Andrea Martin (Dsm Nutritional Products)
Manager/Brand Public Relations: Tony Martin (Dsm Nutritional Products)
Media placement: Consumer PR-Contest call for entries - Aging in Action - 1 March 2011
Media placement: Consumer PR-online voting - Miami Herald - 1 May-30 June 2011
Media placement: Consumer PR - Campaign Launch - Orlando Sentinel, Boston Globe - 22 September 2011
Media placement: Consumer PR - Campaign Launch - KMPH Great Day (Fox) Fresno, CA - 23 September 2011
Media placement: Consumer PR - Campaign Launch - Kansas City Star - 24 September 2011
Media placement: Consumer PR - Campaign Launch - Huffington Post, Baltimore Sun - 26 September 2011
Media placement: Consumer PR - Campaign Launch - Washingtonia - 27 September 2011
Media placement: Consumer PR - Campaign Launch - - 29 September 2011

Summary of the Campaign
As our life expectancy continues to increase, a key component that allows us to live life to the fullest is to have a well-oiled brain. A key nutrient for brain-health is DHA, an omega-3 fatty acid. The challenge is that unlike vitamin C or calcium, many people are unaware of the benefits of DHA.

The Goal:
Increase awareness of the brand life’sDHA and build an online community for brain-health-conscious consumers.

The Strategy:
Create a link between the clear scientific brain-health benefits of DHA and the emotional benefit of being mentally-active throughout life.

The Result:
Beautiful Minds, a national health-education campaign that connected with both the heads and the hearts of boomers in order to create awareness of DHA and drive them to take action to improve brain-health.

The campaign leveraged agency-developed proprietary research to educate consumers, and also shared inspirational stories of real-life Beautiful Minds on the website, through media relations and a traveling photography-exhibit.

Overall, the Beautiful Minds campaign increased brand awareness of life’sDHA by 14.3%, generated more than 81m impressions and engaged a community of more than 42,000 highly-targeted visitors to care about DHA and brain-health.

The Situation
Nearly 1m older Americans slide from normal memory into mild-impairment each year, and losing brain-capacity is the biggest fear connected to ageing. What many boomers do not know is we can influence memory and brain-health by making simple lifestyle-changes in the 4 dimensions of brain-health: nutrition, physical-fitness, mental health and social well-being. Eating DHA-rich foods, exercising more, learning something new and socialising more with friends can improve brain-health.

DSM Nutritional Products, the manufacturer of life’sDHA, wanted to empower consumers to take action to maintain better brain-health.

The Goal
1. Increase awareness of life’sDHA by 2+%;
2. Position life’sDHA as a brand grounded in science, providing credible brain-health information;
3. Build a community for health-conscious consumers by driving 20,000+ visitors to the microsite.

• Boomers between the ages of 45 and 64;
• Boomer organisations, influencers;
• Media.

Research findings:
• The proprietary 2011 America’s Brain-Health Index ranked the nation’s brain-health based on 21 different indicators ;
• The Memory Improvement with DHA Study (MIDAS) found that healthy people with memory-complaints who took 900 mg of algal DHA capsules for 6 months significantly improved their memory performance.

The Strategy
Inspiring people to take care of their minds through diet, physical-health, mental-health and social well-being makes it easy to keep the the health of our heads top of mind.

• Partner with third-party organisations and health experts to tell our story and to educate and build credibility with boomers about the importance of brain health;
• Simultaneously launch the Beautiful Minds and Brain Health Index campaign-resources to raise awareness of brain-health from both a rational and emotional perspective;
• Refresh the microsite to extend the campaign and make it more engaging for consumers and shift the perception to one where people can and should do something about their brain health;
• Conduct 3 waves of media-outreach —pre-, during- and post-launch — unveiling America’s Brain Health Index results and the Beautiful Minds finalists, while finding ways to incorporate life’sDHA messaging as a call to action for the overall campaign

DSM partnered with the National Center for Creative Aging and engaged high-profile health and medical experts to deliver brain health messages for this year-long campaign.

A call for nominations for America's most beautiful minds was conducted to identify people 55+ who are keeping their minds beautiful through the 4 dimensions of brain-health.

The 11 finalists, including the world's oldest female-bodybuilder, were photographed during a multi-city photo-shoot and their inspirational stories featured in a traveling exhibit.

America’s Brain Health Index was displayed as an interactive map, with a state-by-state ranking of brain-health.

The microsite featured the finalists’ stories, photos, videos, the Index, a brain-health quiz, health tips, recommendations for a DHA-friendly diet, and research.

The Index and finalists allowed for customised state-by-state messaging for media outreach. Dr. Majid Fotuhi met with 8 priority-editors, and Dr. Michael Roizen hosted a national broadcast tour.

Documented Results
All objectives were exceeded.

Objective 1: Increase awareness of life’sDHA by 2+ percent.

• life'sDHA brand-awareness increased by 14.3% from 2010 to 2011;
• More than 81m impressions have been generated;
• Coverage has appeared in 36 of 51 geographies;

Objective 2: Position life’sDHA as a brand grounded in science, providing credible brain-health information.

Messaging about the campaign research, including the Brain Health Index, the MIDAS study and the benefits of consuming 900 mg of life’sDHA daily, was reinforced during desk-side briefings, the media-tour and throughout placements.

Objective 3: Build a community for health-conscious consumers by driving 20,000+ visitors to the website .

• More than 42,000 targeted visitors have engaged with since launch;
• 65% of traffic generated through referring websites, which view our site as a trusted resource;
• We engaged visitors with compelling content.