THE OBJECTIVE:
Due to the COVID 19 lock down, for the first time ever, Young Living was forced to move to an all-digital format for their Global Convention. Concerned that without engaging content to keep the members watching, we would lose our audience, we set out to create a series of of episodic, socially-sticky videos that members could share and that would keep them watching.
THE SOLUTION:
And so the Mother Nature Series was born. Developed along with the agency, Engine (SLC), this campaign not only helped launch the products digitally, but also helped build culture with a new "private joke" and set of characters to quote and love. This campaign not only helped drive sales and social buzz about the products, but helped build culture during a time of much-needed connection amongst our members.
THE RESULTS:
In addition to entertaining the member-based, keeping them engaged at our first virtual convention, and creating community, this campaign was a factor in our 175% growth in convention sales YOY in 2020. In fact, this original series was so popular, members asked to bring it back, which we did for our Holiday launches. Mother Nature and Daisy were also invited to employee town halls and other member events. In addition, the series was named a MarCom Awards Platinum winner in 2020, a rare honor for a Direct Selling company.
The Objective:
Phase 2 - Pre Launch Devices & Training
Phase 1 - Augmented Reality Teaser
To reposition Nu Skin as the world leader in skin care devices (unseat Clarsonic) by offering a tiered launch campaign to support all 50+ NSE countries in a deliberate phased approach. Also, to speak to a millennial, unisex crowd with female drivers. Also to give Asia (and other softening markets) a boost with a strong sponsoring product with entire unique science and feature/benefit offerings.
Phase 1 - Augmented Reality Teaser
Phase 2 - Pre Launch Devices & Training
Phase 1 - Augmented Reality Teaser
Nearly a year before the first launch of Lumispa, we offered an AR app and cards to distributors which allowed them to see a 3-D AR version of the device including it's unique vibration that stimulates collagen production in the skin. This allowed them to begin bringing in prospects and seeding the field for the launch well in advance.
Phase 2 - Pre Launch Devices & Training
Phase 2 - Pre Launch Devices & Training
Phase 2 - Pre Launch Devices & Training
Next, we delivered early production units and trainings to the top leaders. This kind of exclusive pre-launch was always part of the Team Elite trips which allowed NSE to give the same message to all top leaders from around the globe at once. The launch schedule was also announced.
Phase 3 - Global Convention Launch
Phase 3 - Global Convention Launch
Phase 2 - Pre Launch Devices & Training
At the US launch (at global convention), a massive Nu Skin mall was set up in the Salt Palace. In addition to a central Lumispa "store" with dozens of "try-before-you-buy" stations, we concentrated on offering social content-creating activities. We had a Lumispa character walking the floor and taking photos (like Disney), photo stations with oversized Lumispa devices. We hired a Chinese pop star to write a Lumispa song and the chinese staff choreagraphed a dance to the song which later became a flash mob! We also deliberately held workshops on how to use social media to sell and sponsor with Lumispa. We fired up our usual digital engine with SMS campaigns, SEO work, banner ads in select countries, and a library of social content for distributors to leverage.
Phase 4 - Global Roll-out
Phase 3 - Global Convention Launch
Phase 4 - Global Roll-out
As each additional country planned their launch, they leveraged our global media kit, messaging, and strategy and made it their own. China leaned heavily into the business-building and exclusive science aspects of it. Korea, which is seeing a massive men's personal care market emerge, emphasized the unisex aspects of the product and leveraged PR and celebrity endorsement heavily. Australia and the US leveraged social influencers and began a campaign to teach their own distributors how to be micro-influencers.
The Results:
Phase 3 - Global Convention Launch
Phase 4 - Global Roll-out
As you can see in NSE's financial reports, LumiSpa was a key factor in lifting company sales and sponsorship during 2017 and 2018. So, many Lumispa units sold that when added to their other devices, Nu Skin can now claim the title of #1 At Home Beauty Device System Brand in the World (successfully unseating Clarsonic). Also, they proceeded to fill their product pipeline with line extensions, licensed devices (Hello Kitty), and symbiotic devices (Nu Skin Boost) to leverage the traction from this launch.
