About fortyfitt Woman Tablets:
Fortyfitt Woman Tablets is a nutritional support for women’s daily needs during their forties and beyond. With a focus to support women’s wellbeing and managing perimenopausal symptoms, fortyfitt Woman Tablets offers an all-natural solution with a unique combination of phytoestrogen and nutraceuticals.
Fortyfitt Woman Tablets is introduced by the house of Versity, part of Charak Pharma - pioneers in Ayurveda for 75 years.
What did they need?
As an extension of Charak Pharma’s goal to enhance consumers’ health, Vedistry forayed into the women’s wellbeing segment, with fortyfitt Woman Tablets. The brand approached us to pan out a comprehensive brand launch strategy as it planned to set foot in the fairly less explored market of women's wellness with a focus on menopause management.
The brand’s requirement list included content creation for Social Media, Emailers, and Ecommerce websites, in addition to concepualising and executing the product launch.
How did we help?
- Social Media Strategy:
Before working on the strategy for social media, our team commits to understanding and researching the product or service, its company, industry, and the target audience. Based on our team’s constant dialogue with the experts at Vedistry, it was established that the Indian market and the target audience i.e. women in their 40s and above, have little to no knowledge of Menopause, its symptoms, and impact.
In order to make a positive impact on the target audience and market the product the right way, it was imperative to first educate the audience on Menopause.
Our team created a content plan that mainly targeted two broad categories of audience: the unaware audience (those not aware of menopause), and the aware audience (those aware of menopause but not taking any pills, or taking pills but not fortyfitt). Segmenting the target audience further helped us narrow down the type of content buckets that were suitable and engaging for each category.
The communication designed for each category had specific goals. For the initial stage, our team focused on creating content that awareness of Menopause and its symptoms. The content plan then progressed to targeting persuading women who were aware of menopause to take or shift to fortyfitt Women Tablets. This stage was all about the product's USPs and benefits that answered all the ‘Whys’ for potential customers.
Although the consumers of the fortyfitt Woman Tablets are women, the customer or the decision maker is likely to be a family member or a friend. Thus, the third stage of communication included an emotional angle to target family and friends, centred on the idea of people helping and supporting their post-40 female family members or friends. - Product Launch:
As fortyfitt Woman Tablets was a nutritional supplement, promoting and marketing the product upfront wasn’t an option. This challenge led us to conduct a panel discussion focusing on women’s wellbeing - the physical, emotional and mental aspects.
Additionally, to boost the initial buzz of the product launch, our team tied up with women influencers who belonged to the same target group, and invited them to the event. Needless to say, the collaboration with content creators helped us gain more reach and coverage among the audience. - Videos for YouTube & Instagram:
Videos are an effective and engaging tool leveraged by brands across industries. Viewers retain 95% of the message when presented through videos as compared to 10% from reading written content.
Although Instagram is primarily a photo-sharing platform, videos work really well and bring in more engagement than a static post.
As per the content plan determined by our team, we created informative videos focusing on the Menopause awareness, its symptoms, natural ingredients, usage, etc.
fortyfitt Woman Tablets product launch provided a platform for woman health professionals and content creators to exchange thoughts and discuss women's health. The knowledge about menopause shared by the health professionals, and thoughts on women’s health and the launch event by influencers were further used to create video content for social media. - Amazon A+ Content:
Amazon A+ Content allows brands to publish enhanced content on their Amazon brand page to support the product description in its product listing section. The content helps potential customers and viewers to learn more about products in a quick and easy way.
For the Amazon A+ content for fortyfitt, we designed product banners that communicated important product information, such as what the product is about, its ingredients, benefits, dosage, etc. in a simple, yet attractive and efficient manner. - Emailers:
Emailers were included in the strategy to extend and reinforce the brand's marketing communication among the target audience. We customised the content and kept it crisp and short to suit the audience. The emailers talked about the company, its legacy, and gave an overview of fortyfitt Women Tablets with contact details.
Backed with deep research and competitive analysis, Futuready Media not only provided a comprehensive communication strategy but also explored various mediums to attract, engage and persuade the audience to choose fortyfitt Woman Tablets. Additionally, the product launch helped the brand to get all the attention it needed, leading to increased brand awareness.
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