Product Marketing Assistant
Boiron is a homeopathic pharmaceutical company, headquartered in France, and operates in 59 countries. The US branch is located in Newtown Square, where I work as a product marketing assistant. I assist two product managers on a broad range of categories - digestive, sleep & stress, cold, cough & flu, allergy, personal care, and first aid.
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One of the major roles that we play in marketing is planning, strategizing, and executing endcap (or display) campaigns. This summer, my product manager and I focused on our digestive products. Since all COVID restrictions on travel were lifted, we knew it would be an opportunity to target consumers who planning on driving, flying, or sailing to their vacation destination.
Postcards
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The summer digestive campaign started with a concept - postcards. For each product, my product manager and I came up with a location, a greeting, and a slogan. We collaborated with the design team and our copy writer to bring them to life.
Store Display and Signage
The next step was to make the store displays. We strategized with the sales team choose the featured products, messaging, and design direction. I worked with outside vendors to create specs and features that would elevate the signage. Then, I worked with the digital team to link a campaign specific landing page to a QR code found on the display.
Merchandise or "Swag"
With similar vendors, We were able to produce swag items personalized to our products and brand. To relate them to the campaign, I hand picked items that would best fit the travel theme - an adhesive phone wallet, travel cutlery, luggage tag, and a five pack of our postcards - all packed into a branded travel pouch.
Social Media Influencers
As an additional marketing effort, we teamed with our Social Media Specialist to curate a list of influencers. These influencers embody our demographic and also have a large and loyal following. Each influencer was sent a detailed brief with "do's and don'ts", talking points, and other specifications. We asked for travel themed Instagram reels and Tiktoks, including shots of indulging on food and drinks. This post was a prime example of the content we received and approved.
Natural Channel Response
This endcap campaign was exclusively for natural channel, so our natural sales team was excited to present the signs and swag to their stores. While some stores set up a display, others engage their customers with giveaways and raffles. Overall, our endcap made its way into over 150 natural stores across the country.
