CurraNZ is a 100% natural supplement boosting the unique combination of proven health and fitness benefits. Made from New Zealand blackcurrants. CurraNZ is packed with anthocyanins, a breakthrough component that supports health, wellness, sports performance and recovery. Not only this, but they can also accelerate fat burning during exercise by a third.
With a raft of scientific research behind the product, Mongoose was tasked with communicating the unique benefits of CurraNZ to the core target audience, through an integrated communications and digital campaign to increase traffic to the website and drive sales.
We carried out a in depth brand messaging and website audit process to establish our core audience personas and comms strategy for the brand. This included a full audit of all owned channels, including website, social and ambassadors as well as paid and earned comms. From this we were able to implement effective changes to the website with a follow up SEO strategy, a complementary social media programme to support the online ecommerce channels.
We on-boarded influential fitness celebrity, Vogue Williams, who resonates with the brand and target audience to act as ambassador for the company. She acted as host for our successful launch event, which also include a panel of nutrition and fitness experts. This fed into our overall PR strategy to raise awareness of CurraNZ to the media, influencers and potential customers. Resulting in coverage across high readership national and consumer media titles.
With one particular piece of research, we identified a key opportunity to develop a media friendly news announcement that encapsulated all the benefits of CurraNZ. The exclusive was pitched to the Daily Mail and the response was unparalleled. From this piece of coverage alone, we generated a year’s revenue in three days, 8000 product orders were placed and there was a 6000% increase in website traffic.
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