Entitled “A Healthier You”, Healthy Living Marketing worked closely with Quaker Oats’s advertising agency to plan and deploy a healthy living informational and experiential marketing platform that associated the brand’s social responsibility commitment to health and wellness.
We began by interviewing and recruiting a group of twelve women who fit the program objectives. They came from all parts of the nation and all walks of life, but the single common denominator was that they were excited about making positive healthy lifestyle changes and helping others to become enthusiastic about change as well. From Arianne in Washington D.C. to Ashley in Seattle, and the remainder of the group in between, our healthy living content development team interviewed and photographed each of the women while shadowing them through their daily activities. From this content, we built personal profiles of each of the participants within the campaign’s micro site.
The content of the Quaker Oat’s micro site, contained a healthy living sweepstakes promotion and a stable of healthy living tips and advice written by our content staff, was promoted through partnerships with various women’s health and wellness publications and websites. Each month, our content staff would create new healthy living editorial that was promoted through the campaign’s monthly opt-in newsletter.
As the weather warmed, Healthy Living Marketing was then assigned the responsibilities of bringing the essence of the relationship marketing campaign to life via a mobile experiential marketing platform. Deployed at major women’s healthy living festivals and events around the country, we worked with local fitness trainers and nutritionists to provide advice and information to literally thousands of women at each of the events – all within the Quaker ‘A Healthier You’ compound.
From the Revlon RunWalk in New York City, and the Y-Me Race to Empower in Chicago, to the Corporate Run in Miami, the streets and airwaves were abuzz with the program coming to town. Much excitement was generated with a significant amount of Quaker “Better-For-You” snacks and Ethos Water distributed to all event participants.
