The Challenge
70% of New Years' resolutions are abandoned within month one and only 8% of people actually achieve them. With New Years' being an important time of year for health categories, and thus Ritual– a women's vitamin, we wanted to create a campaign that was a representation of our belief in the power of healthy habit and not another false 'new year, new me' promise.
My Role
While Creative Director at Ritual, I pitched a few concepts in the weekly marketing meeting as to how we could approach the holiday as a habit company rather than as a vitamin company. Collectively, we rallied around the concept of creating a microsite that would build a custom bot on Facebook Messenger, which both reminds and guides users on how to develop an easy-to-maintain habit. Facebook Messenger supplied us a direct line of communication to educate prospecting customers on how the small, daily task of taking a vitamin can have a big impact on health, just like their New Years Ritual.
I Worked On
Strategy
- Concepting
- Research
- Acquisition Stragegy
- Engagement Strategy
Design
- Campaign Art Direction
- Web Design
- User Testing
- Marketing Emails
Activation
- Social Strategy
- Print Design
- Advertising
- Social Reach
How it works
Resolutions to Rituals is a microsite that feeds data into Facebook Messenger bot, which designed to help you start and keep a habit.
The Quiz
Once a user selects a New Years challenge, they're entered into an interactive quiz that feeds data and customizes their bot.
Your Dashboard
Once you've started the challenge, the microsite serves as a dashboard to both track and share your progress, and to interact with the community completing the challenge with you.
The Bot
The bot itself is a combination of education, reminders and benefits. It lasts for over a month (a proven amount of time that quanitfiably makes the success rate of a resolution higher) and has content articles, interactive data, helpful daily reminders and a fun, branded personality.
The Campaign
Thousands of people joined the challenge, and it comprised of both new and prospecting customers. To reach them, we messaged it as a campaign in our holiday packaging, targeted ads to New Years shoppers, and implemented smart sharing features to help the community at launch spread the word.
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