The company’s Divisional Vice President of Digital, Megan O’Connor, explained how the pandemic shaped their marketing strategy.
“We’re a DTC brand and we were very focused on influencer marketing, paid social activations and using the internet to build awareness. So that has not changed. What did change is we had a few in-person activations that we wanted to do that we had to move to virtual.”
Nurish by Nature Made recently kicked off a challenge on the platform TikTok, encouraging users to take part in the #nurishmyself dance challenge to spread the message that healthy living is a joy, not a chore.
The brand enlisted TikTok choreographer Michael Le, who has over 42 million followers, to develop the moves. Since music is an integral part of the culture on the platform, the brand also partnered with Movers+Shakers to create a video challenge. Nurish worked with the agency to create an original song for the challenge, called Nurishin’ Myself, aimed at attracting millennials.
“TikTok is the biggest, fastest growing social channel in the US. What you might not know is that the fastest growing audience is our core target audience, which is millennials,” explained O’Connor.
“The pandemic has allowed all of us to focus more on our health and wellbeing. And there’s some stats out there that say young adults are altering VMS routines within this pandemic and this is coming from the Council of Responsible Nutrition. And they’re just focusing on how to stay healthy in this ever changing environment.”
In addition to Le, Nurish lined up other influencers for the challenge, including Dancing With The Stars alum and World of Dance judge, Derek Hough, Olympic Gold Medalist gymnast Nastia Liukin, and influencer Analisseworld, among others.
To hear more about how the brand is using Tiktok to market to their target audience, watch the full interview.