Persona

Kelly Ripa for Persona

Situation analysis

Persona Nutrition is a personalized nutrition solution with M.D.-approved vitamins and supplements. Its products are tailored for subscribers and delivered to their doors. The challenge the brand faced was bolstering this well-thought-out wellness solution in a crowded and confusing market, especially in the middle of a pandemic and a time of widespread mistrust of health information. 

Research/planning

We conducted a thorough analysis on who and what influenced decision making amongst our target audience when it came to health and wellness choices. An A/B test on influencer content versus brand content suggested that leveraging credible and recognizable health and wellness influencers would support a success strategy. 

We leaned into the concept of cultural imprinting to establish Persona as a highly visible category leader that combined a robust influencer-led community, credible medical advisory board, and an incomparable source of reliable health information.

Creative execution

We partnered with A-list talent Kelly Ripa, a proven early adopter within the health and wellness category who was turning 50 during the first year of our partnership. We leveraged her for major media moments, social and digital content as well as a full-scale production day that would be turned into a TV spot.

We also secured partnerships with a diverse collective of credible and recognizable health and wellness influencers including Hannah Bronfman, Daphne Oz, Kira Stokes, and Nastia Liukin. 

Response/results

The activation resulted in 40 total placements and more than 784 million total media impressions. Media outlets covering the event included Prevention, People, Parade.com and E! Online. 

The brand’s social community increased by 15 percent. The launch event alone produced more than 100 social posts, 75,000 engagements and 1.7 million impressions. Earned media resulted in more than 3.2 billion impressions, while experiential produced 25 highly targeted attendees, 30 organic social posts, and 2.1 million impressions.