Fresh thinking and strategy prompted
Blackmores to give the CEO hero's award
to Virginia for delivering great results.
As Marketing Manager at Blackmores Virginia was responsible for $100million across womens, pregnancy, kids, mens, multis, ageing and arthritis categories.
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Virginia secured the CEO ‘s hero award and and also excellence in marketing award after delivering $15million in extra sales with $9million alone being from new products.
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She was both author and thought leader for fresh strategy and positioning leading to new campaigns and products.
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Highlights include :
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an on pack and media partnership with WWF for Blackmores ECOproducts (Sustainable krill).
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This gave Blackmores a credible quality ECO point of difference.
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Included a campaign led by a digital hub, facebook posts, PR, print, education in store and heavy TV
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In ageing and arthritis, a category fueled by baby boomers :
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FISH OIL: Several cutting edge new products launched due to a new understanding of how fish oil helps arthritis.
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Heavy marketing included TV and digital, a packaging overhaul and also a marketing campaign to doctors and pharmacy assistants including easy to digest e-learning modules.
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PR - A 15 minute positive story with testimonials was secured on both Today Tonight and A Current Affair, an almost impossible task
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ALIVE MULTIVITAMINS – An aggressive launch into multivitamins with a focus on the end benefit, energy.
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Accompanied by an aggressive campaign which included TV /mag/ digital /social/ experiential and sampling.
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Product was specifically formulated for the market gap and point of difference.
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PREGNANCY - A strategy formulated to capitalise on the current baby boom.
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included product development, heavy digital and app development work.
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