“With the campaign, we were able to inspire thousands of people who otherwise would never seriously think about the health benefits of taking a proper bowel movement,” says Roy Bingham, head of ReNew Life’s direct channel.
Palm Harbor, FL (PRWEB) July 01, 2011
ReNew Life over the past 14 years has built one of the most successful natural digestive health products companies in the world. ReNew Life’s extensive product line aims to improve digestive function and aids in healthy elimination. To help spread this message in a non-conventional way, ReNew Life created the ‘How Does Poo Move You?’ online video contest in an attempt to reach a wider audience through humor.
ReNew Life has high brand awareness and a loyal customer base with its primary target demo: women who are 35-65. Yet, there is a much larger population of American adults who need to understand the benefits of a healthy gut and proper digestive health, which can be achieved by consuming probiotic supplements, digestive enzymes, Omega-3 fish oils and by eating a balanced diet rich in fiber. The primary goal of the ‘How Does Poo Move You?’ ad campaign was to reach a younger, broader demo. The two-month video contest yielded 37 entries and generated more than 1 million total consumer impressions worldwide. PR and guerrilla marketing tactics that included wild postings and the distribution of thousands of tiny, branded toilets in bars and on college campuses, helped to entice the public to visit http://www.howdoespoomoveyou.com. Successfully, the campaign has educated a multitude of Americans young and old, inspiring them to pay conscientious attention to the quality of their bowel movements.
“With the campaign, we were able to inspire thousands of people who otherwise would never seriously think about the health benefits of taking a proper bowel movement,” stated Roy Bingham, head of ReNew Life’s direct channel. “Humor and competition were the vehicles allowing us to pass on ReNew Life’s philosophy that proper digestion and nutrition can help to improve their overall wellbeing.”
“ReNew Life is a great company. They have built a large and loyal customer base by providing high quality products. When the concept of the ‘How Does Poo Move You?’ campaign was first brought to my attention, I openly wondered what the public feedback would be when poised with this special, ethereal question,” expressed Chris Lohman, Saint St. CEO and lead agency strategist for the campaign. “To date, I continue to be physically moved by the positive feedback we collectively received.”
1st Place: Deuce Drop Song
By Greg Padden - $3,000 + $1,000 in ReNew Life product
1st Runner-Up: Feelin’ Good
By Nicole Musolino - $1,000 + $500 in ReNew Life product
2nd Runner-Up: Back to the Pooper
By Daron Matayabas - $500 + $500 in ReNew Life product
3rd Runner-Up (tied): Potty Trained
By Josh Rimmey - $500 + $500 in ReNew Life product
3rd Runner-Up (tied): Pooriodic Table of Excrements
By Jeff Zampino - $500 + $500 in ReNew Life product
Winning videos can be viewed at: http://www.renewlife.com/blog/how-does-poo-move-you-online-video-contest-winners-announced/
All entries can be viewed at: http://www.youtube.com/howdoespoomoveyou
About ReNew Life
Named America’s No. 1 Digestive Care, Internal Cleansing and Probiotics Company by SPINS, ReNew Life Formulas develops and manufactures a full spectrum of natural digestive care products and functional foods. Founded in 1997 by Brenda Watson and Stan Watson, the company has built a reputation upon making superior-quality products and providing outstanding customer service and educational support. Each ReNew Life product is made from only the finest ingredients, and the company’s analysis and manufacturing practices set the benchmark for others in the industry. Above all, ReNew Life is dedicated to helping their customers achieve and maintain optimal health, increase their energy and enhance their mental clarity. Media contact: Chris Lohman, 206.941.6935 or firstname.lastname@example.org
About Saint St.
Saint St. is a full-service social and experiential marketing agency based in Orange County, CA. Sensibly creative and remarkably aggressive in pursuit of client results, Saint St. works with a wide swath of clients across the consumer goods, apparel, hospitality, and technology sectors. Only those companies hoping to become part of the conversation – or start one – should look to Saint St. for marketing and communications counsel and tactical delivery. Media contact: Chris Lohman, 206.941.6935 or chris(at)saintst(dot)com