Elations

Background & Project Scope
Elations is a supplement drink targeted at consumers affected by arthritis, with special focus on the Baby Boomer market segment. The drink contains a number of minerals and compounds known to ease arthritis pain in liquid form, allowing for quicker absorption and great taste, and eliminating the hassle of taking pills.

But, as millions of failed business owners will tell you, just because you have a great product doesn’t mean it will sell. You need to have a well thought out marketing strategy to back up that product or service.

Our specific charge was to formulate an effective online presence, e-commerce solution, and complementing campaigns, both print and digital. As you’ll read, the brand story took on a life of its own and Pop was able to implement some truly innovative elements into tell the Elations tale.   

Execution
To find the essence of Elations’ brand story, we first researched the target market and performed an internal branding audit. This done, we then formulated a plan for improving and integrating the brand’s communication via printed literature and digital elements. This strategy incorporated a number of communication vehicles never before utilized by Elations and even some emerging media, especially remarkable considering the target demographic. The components of the June 2008 national launch created by Pop included:

• Website redesign
• e-Commerce solution
• Digital advertising campaign
• Paid search
• Email marketing
• Social network with viral widgets (See our LiveElated.com case study to learn more)
• Conversion tracking of all media
• In-store graphics
• Event graphics
• Corporate collateral
• Sales literature

Results

• Since the June 2008 launch
• Retail sales have risen 50%
• Online sales have risen 900%
• Brand awareness has increased tremendously
• There have been many successful sampling and professional events.