Yonder Media has taken a content-first approach for its latest Vita Coco campaign, the leading coconut water brand, to highlight its Pressed and Pure products’ health benefits and how they can support an active lifestyle.
The multi-layered media campaign involves a digital partnership, podcasts, paid social and outdoor. It focusses on building an understanding of Vita Coco’s health benefits, in response to audience insights which revealed that people have become increasingly health-conscious and are looking for products that support the immune system as well as an active lifestyle during lockdown.
Yonder Media analysed Vita Coco’s existing customer base and identified three distinct passion points: Family & Nutrition, Beauty & Image and Exercise & Fitness. Messages have been created which are tailored to suit audiences for each and will run across a blend of publishing platforms.
A digital publishing partnership with Hearst Magazines has secured original editorial, social and video content across four of the publishing giant’s most popular titles – Women’s Health, Cosmopolitan, Good Housekeeping and Runner’s World – as well as digital inventory across the Hearst network.
Working with global podcast company Acast, Yonder Media also secured sponsorship deals for eight podcasts to be released during the campaign’s eight-week run. Each is a different interpretation of the creative campaign’s theme ‘refreshing realisations’ and will feature the health benefits of the products.
The podcasts are: The Emma Guns Show, Private Parts with Jamie Laing and Francis Boulle, Homo Sapiens, Reasons to be Cheerful with Ed Miliband and Geoff Lloyd, Running Commentary, Owning It and Films To Be Buried With.