Celebrating the power of inner strength with BlueIron
Sector: Consumer
case study

How we drove awareness of BlueIron and created a community of fans through a truly integrated campaign

Our goal for BlueIron was simple – to drive brand awareness and trial. But, in a hugely crowded supplement market we needed to be sure that our approach would secure cut through and engage our primary audience of women. Keeping the ethos of the brand front and centre, we focused on what and who makes us feel strong.

Cue BlueIron Strength of Charact’her – a social-led campaign that recognised and honoured the remarkable strength, both physical and emotional, exhibited by the inspiring women in our lives.

Through a combination of paid and owned social content, and content creator collaborations, we set up a competition to search for five inspiring women we would later crown BlueIron Charact’hers, championing these amazing women on our social channels and through the media. To find out more about the five chosen Charact’hers click HERE.

The first phase of the campaign saw a reach over 444K, impressions over 464K and combined views across influencer and owned media of 26.2K. What’s more, the publication of content aligned with peak searches of ‘BlueIron liquid’ throughout January and February on Google; demonstrating that amplifying relatable, emotive stories through digital PR is a force to be reckoned with.

To amplify our campaign with national media, we developed consumer research to reveal the people who provide strength and resilience to women daily, with work colleagues coming out top. This was combined with an expert partnership with dietician Laura Clark who spoke about the importance of nutrition in feeling strong, allowing us to naturally weave in key brand messaging. Together with a targeted media strategy, we secured 18 pieces of coverage across national titles such as The Sun, Metro, Daily Mirror and Daily Express with a reach of over 481m.

A true example of the power of an integrated campaign seamlessly delivering brand awareness, engaging audiences and driving impact for the brand.