Dagmar’s State of Pandemic Consumer Survey conducted in spring 2020 revealed that as many as half of Finns felt the need to lose weight. The Nutrilett team took up the challenge and started thinking about a solution. How marketing content themes and the most effective channels were selected – and how the work was successful.

It all started with identifying trends in the state of pandemic

With the state of emergency that started in spring 2020, Finns had clearly more need to lose weight than under normal circumstances. One in five respondents to the State of Pandemic Consumer Survey admitted that they had gained extra weight during the state of emergency.
Nutrilett weight management products were seen to have the greatest potential, especially among women and men under 55 years of age. Nutrilett products, which taste good and are easy to carry, contain all the important vitamins, minerals and proteins that those who lose weight need to take special care of their daily intake.

The joint workshop produced three content themes and guidelines for planning

The team started to think about how Nutrilett could respond to the situation created by the coronavirus pandemic and what kind of content would best speak to them. Previous messages about Nutrilett products had emphasized efficiency and speed. However, the spirit of the times was considered to have become more merciful, and dieting was also referred to more softly as weight management. The marketing of slimming products was challenged by legislation, the guidelines of which strictly limit what the content may not contain. For example, “before and after” pictures may not be shown, and the number of kilograms lost may not be stated.

Together with the customer, we workshopped on content themes and considered what kind of content blanks Nutrilett could use to offer current, relevant content on the path to weight management. We recognized that dieters have different motivations and starting points for weight management. With the upcoming themes and content, the aim was to cover the most common ones and support the entire dieter’s path with the right kind of content. Three content themes were selected for Nutrilett marketing. Inspiration for the beginning content supports the beginning of your weight loss journey. Motivational content supports you in staying motivated when it’s your weight loss journey. Tips along the way provides tips when ideas in the kitchen start to run out, for example.

Under the themes, it was recorded in more detail what kind of content, in what kind of moments and at which touchpoints consumers are reached. This gave Nutrilett a framework under which new content can be produced in the future. All of these were included in the annual clock and a more detailed media plan was made.

Visibility through native articles and social media advertising

Nutrilett own channels were kept strongly involved. Dagmar produced motivating and encouraging articles on weight management for the Nutrilett website in collaboration with health professionals. The tips will help you get started with a healthy lifestyle.
Articles were highlighted through native and social media advertising.

The campaign also included radio collaboration and influencer marketing

Radio Rock Korporaatio co-operation with Sanoma was carried out by Harri, Kimi and Tytti. They found the gentler, positive and gracious approach and themes easy to incorporate into their own content. During January, we were able to follow their “nutting journey”. By the way, did you know that nutration is a common term for Nutrilett treatment? Presenting the presenters’ different perspectives and thoughts appealed to the listeners and provided identification surfaces for emotional eating, for example.

Influencer cooperation was also carried out with Otavamedia and Janina Fry. The content focused on smart lightening and revising everyday diet. As the collaboration progressed, Janina told about the changes she noticed in herself and in herself.

All activities were directed to the nutrilett.fi website, which provided more content, tips along the way and more detailed product information.