Cal-EZ, a calcium/vitamin D supplement, has strong competitive advantages: dissolvable, tasteless + better absorption. The medically-focused message wasn’t reaching or resonating with the audience, and as a result the brand was weak.
We relaunched the Cal-EZ website with a lifestyle positioning (plus improved ecommerce functionality and CRM). A supporting content strategy was designed to attract readers and convert them to customers.
After relaunching Cal-EZ under the new brand positioning and marketing campaign, sample requests exploded to more than 50,000 in Q1/Q2 of 2016. In 2015, there were only 2,000 sample requests for the year.
The Cal-EZ Unbreakable Campaign
The Unbreakable Awards recognize women making a positive impact in the health and lifestyle space. Cal-EZ awarded three women stipends to pursue their goals in 2016 – and doubled entries for 2017. We shared the finalist’s stories, and in turn they promoted it to their community of followers online. Not only did this support SEO and build content, it strengthened our community and brought media attention.
The ROI of building a brand
In 2017, Cal-EZ was offered a deal from the national chain Sprouts which wanted to put Cal-EZ on shelves in every one of their stores across the nation. Two years of strengthening the Cal-EZ brand and developing an online presence paid off.