Nature’s Way celebrates the big things little people do in new campaign via Wavemaker
Kids know no bounds – they dare to dream big. But big dreams start small and kids need all the help they can get, which is where Nature’s Way Kids Smart supplement range comes in. In a new campaign created by Wavemaker and user-generated content specialist Storyful, Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents.
The internet is an endless source of content that highlights the achievements and talents of children, from athleticism to academics and creative. Instead of using actors to tell the brand story, Storyful has helped Wavemaker to license UGC clips of high-achieving kids in action.
The content pieces are rolling out across social media channels, a new media direction for Kids Smart to embark on.
Says Shivani Maharaj, head of innovation and partnerships at Wavemaker: “Brands in this category have a history of focusing on the functionality of the product while communicating in a rational way. It was clear that an emotional connection was required instead and what better way to achieve that than by tapping into the incredible achievements of real kids.”
Says Mary Buchan, marketing manager of Nature’s Way: “Kids Smart is the market leader in kids’ supplements and is all about growing healthy kids. Working with Wavemaker and Storyful, we have found an authentic and emotive way to demonstrate the role supplements play in the lives of little people with big ambitions.”
2 Comments
Lets be clear- there is nothing emotionally connecting about this at all.
Why PR this?
Stick to media