The Task
Two years after launching their first product, Ritual was ready to release a prenatal: the very reason why the company was founded in the first place. The team worked tirelessly on reimagining a better prenatal, and needed a campaign and brand extension that would do the product justice and carry across all of their channels.
My Role
Having originally built Ritual's brand and positioning the first product at launch, I visited the team to help lead how this next chapter would evolve. First, I dug into the strategy and 'why' with Head of Brand Marketing, Claire Knebl. We unlocked how to position the product and consulted the scientific team on what women needed to know: Which is that prenatals aren't just for when you're pregnant (they're very important for preparing), and that this product is truly next-generation. I proceeded to lead campaign concepting and messaging alongside copywriter Crissy Milazzo, and built the big messages: This is 'The Prenatal, Reborn' and 'For Thinking, Trying and When It's Time'. I then casted the production with real women's stories and executed a full photo and video production alongside Mosspark to capture assets necessary to bring the campaign, brand extension, website, ads and more to life.
I Worked On
Campaign Concepting
- Research
- Campaign Strategy
- Messaging Strategy
- Copywriting
Asset Production
- Art Direction
- Content Planning
- Casting
- Hiring
- Management
Digital Product
- Art Direction
- Asset Production
- Concepting
Advertising
- Concepting
- Retargeting Strategy
- Messaging
- Storyboards
SPREADING THE WORD OF TIMING
Once we started to dig in to what women understood about prenatals, it was clear that not enough women understand how valuable taking a prenatal before pregnancy is. By the time most women discover they're pregnant in the first place, they're around 8 weeks– mostly through their first trimester. During that time is when vitamins like Folate are the most essential. Prenatals help the body prepare and help with development from the very first week, so the campaign took form as part PSA, and part empowerment to your decisions in life– if you decide to try for a baby, we wanted to be there to help educate and make the information available.
Campaign messaging
Writing together with copywriter Crissy Milazzo, we worked to unlock how to talk about Essential Prenatal as both a new, innovative product and how to educate around timing that empowers your own decision-making.
RETARGETING ADS
We created two types of ads to retarget women who showed interest in Essential Prenatal: Ones that were human-driven and leveraged video, and others that were product-driven and leveraged storytelling with still assets.
Extending the brand landscape
Essential Prenatal not just only needed a campaign, but it required Ritual's brand to extend it's visual assets and storytelling across all major platforms, including the website.
Educational Content
What's out there to learn about what happens in the body during pregnancy falls into two basic categories: Scary 'zygote' scientific land, or 'Your baby is as big as an orange!' I wanted to create storytelling around the benefits and claims of what Essential Prenatal does in the body that wouldn't be scary or unapproachable, and also made women feel smarter and more informed for knowing it. So I developed a series that uses eggs as a metaphor to show what is happening in the body during pregnancy, so as to abstract it away from the human body– especially for those who are just considering pregnancy and might not want to think about it too hard.
The team also worked to create educational videos using footage from the campaign shoot around the product and pregnancy.
Extending the brand assets
As the website, product landscape and social channels have grown– so was the need for more assets that represented Ritual's evolution in story and offering. A robust set of assets were created to help extend the library.
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