01 / THE COMMERCIAL PROBLEM
Move Mānuka honey beyond the cold-and-flu season by giving consumers a compelling reason to use it every day—connecting digestive wellness with visible skin benefits.
CASE FILE / 03Mānuka HealthIntegrated brand campaign
Repositioning mānuka honey as an everyday beauty ritual
A research-backed campaign that reframed mānuka honey as an everyday beauty ritual to unlock year-round demand and prepare the brand for a skincare range launch.
+50%total ecommerce growth YoY, supported by the campaign
02 / THE DECISION
Create a consumer truth the brand could own. An original 28-day perception study became the proof behind a simple cultural hook: skincare just got delicious.
RESULTS / VERIFIED CAMPAIGN OUTPUT
THE STRATEGIC SYSTEM / THREE MOVES
Evidence became
the creative idea.
Build the proof
Ran an 80-person, 28-day perception study to establish a consumer truth connecting daily mānuka honey with digestive, gut and skin health.
Turn proof into participation
Translate the findings into the surprising hook “skincare just got delicious,” then invite the community and creators to take the challenge themselves.
Scale the behavior
Carry the validated ritual through creator content, editorial, Amazon media and an exclusive Sprouts retail partnership.
THE TEST / EVIDENCE TO GROWTH
A claim worth
scaling.
01 / The claim
Lead with the strongest result
The study gave the campaign a clear, beauty-relevant proof point: after 28 days, 88% of participants reported healthier-looking skin.
88% reported healthier-looking skin
02 / Creator content
Make the challenge social
Five influencers documented their daily ritual, progress and results to make the campaign participatory rather than prescriptive.
A month-long stream of credible UGC
03 / Paid awareness
Scale the new behavior
Expanded search beyond core product terms into high-intent gut and beauty keywords, then activated streaming TV, online video and Amazon DSP to amplify the message to new-to-brand audiences and retarget them through the funnel.
Full-funnel Amazon activation
04 / Editorial
Put beauty authority behind it
A co-branded Women’s Health feature was amplified through high-impact native placements across Good Housekeeping, Cosmopolitan and Prevention.
Premium health and beauty reach
05 / Retail integration
Own the aisle with Sprouts
An exclusive partnership carried the campaign through Sprouts’ stores and digital ecosystem.
+20% Sprouts growth YoYNEXT CASE FILE
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