Health & Wellness

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Kids Nutrition & Wellness Brands Advertise To Parents With Social Media & Robust Content Marketing

May 27, 2021 Sarah Cavill

The $1.5 trillion global wellness market shows no signs of slowing down, with McKinsey & Company predicting annual growth of 5-10%. For many families, good nutrition and wellness start at a young age with healthy foods, vitamins and supplements. The list of brands that offer nutritious and health-conscious products is growing to include meal kits, subscription vitamin plans and botanical-based bath and wellness products. As the market gains in popularity, advertisers are looking for ways to differentiate with digital strategies like paid social, ecommerce and online promotions providing increased engagement, sales and loyalty.

Yumble And Little Spoon Deploy Paid Social Campaigns That Highlight Nutritious, Easy To Prepare Kids’ Meals

Meal kits saw a spike in popularity during the pandemic and continue to see success, especially in niche categories. For many busy parents of young children, introducing solid foods – and meal time overall – can be stressful. Many parents desire to offer nutritious options while reducing the time spent making meals and providing something kids will actually enjoy. Meal kit companies Yumble and Little Spoon are hoping to solve for that with low stress meal kit subscriptions, and they are using paid social media campaigns to increase awareness and encourage trials. 

Yumble “delivers prepared, balanced and delicious kids meals” tailored to “specific tastes and nutritional needs,” including allergies. According to the brand, “the meals are intended for children ages twelve months to twelve years.” Yumble deployed a paid social campaign on Instagram that includes a video of an enthusiastic kiddo opening his Yumble box. Video is a popular way for brands to tell stories and drive interest. Yumble also has quizzes on its paid social spots, where consumers can share their kids’ eating habits and gain insights into which Yumble meals might work best.

Little Spoon, a DTC brand that delivers “fresh organic baby food, kid’s meals, vitamins and natural remedies,” also uses paid social media content on Instagram. The Little Spoon ads link directly to the brand’s ecommerce platform where consumers can make purchases. Although social media advertising is often associated with top-of-the-funnel growth, consumers are increasingly interested in making purchases as the result of social campaigns (or even directly within social channels). 

EMarketer predicted marketers will spend $49 billion “on social network advertising”  in 2021. Although not discounting the benefits of organic social media, which can be very important for brand building and often works in conjunction with paid social media advertising, paid social allows for more effective targeting and can reach more consumers than organic. Paid social advertising is often managed by in-house marketers, but advertisers looking to scale their efforts often engage partners, like DMS Performance Ad Market, to scale consumer engagement and conversions via paid social advertising.

Tiger Gummies Seamless Ecommerce Platform Uses Content Marketing To Inform & Connect

One of the benefits of ecommerce is the ease of access to items that need to be repeatedly ordered, like vitamins and supplements. Ecommerce platforms and seamless shopping, like what Tiger Gummies provides for consumers, makes it easy to subscribe or reorder when necessary. Tiger Gummies, a vegan gummy that has 22 essential vitamins and minerals, was designed during the pandemic to “not just strengthen our kids but also do its best to prevent disease and viruses,” explains founders Alda K Hjaltalin, Brandon Webb and brand advisor Dr. Bob Adams. 

Tiger Gummies makes efficient use of content marketing on its website with “Ask Dr. Bob” weekly videos and a nutrition blog full of family-friendly tips. Tiger Gummies is also a proud partner of One Tree Planted, planting a tree in the Amazon rainforest every time an order of Tiger Gummies is placed. Corporate social responsibility (CSR) is an effective way to connect with consumer values and can offer differentiation for brands that appeals to like-minded consumers. 

Gryph & IvyRose Offers Content From Real People And Discounted Bundles For Kids’ Wellness Products

Gryph & IvyRose, a company founded by three parents, including supermodel Karolina Kurkova, aims to offer young children “herbal and integrative health products,” like elixirs and bath and body products. The brand’s robust website explains the benefits of each ingredient in the products, and the Gryph & IvyRose blog provides stories and interviews with real people using Gryph & IvyRose products and advice from beauty and wellness experts. Recently, consumers have been drawn to stories of real people using products and services, and brands have responded with advertising highlighting real life experiences from people who aren’t celebrities or paid actors.

Gryph & IvyRose, which sells directly to consumers (DTC) from its ecommerce platform, also offers free shipping and returns and discounted bundles for shoppers who want to try an assortment of items. Promotions and ease of shopping, shipping and returns can offer enticement to browsing and curious consumers, driving transactions.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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