Health & Wellness Content Series

EDITORIAL / MARKETING CAMPAIGN

2022

Team:

Claire McBride, Research

Hannah Amundson, Design

Background

Natural Products Expo West is the leading trade show in the natural, organic, and healthy products industry. Many well-known health & wellness brands travel to this trade show every year, which gives ample opportunity for businesses like Netrush to meet with these brands and discuss partnership opportunities. This year, Netrush not only attended Expo West, but also created a campaign series that drove content to health & wellness brands on relevant insights and guidance on working within the ecommerce space.

This was also the first time Netrush used the term “Brandrunner”: which is a term created by Netrush. Brandrunners is meant to describe innovative brand leaders that and used as a way to connect with them.

Challenge

The biggest challenge was planning and execution. Unfortunately at the very beginning of this project, I experienced a huge shift in my team — where I was the only person left due to turnover. I worked with Claire McBride, who led the research and content for the articles and whitepapers for this series to help her execute this series through tight, engaging visuals. Without the support of a team there were definite challenges and new learnings. All in all, we worked together and did an amazing job pulling this series off despite the lack of resources and support.

Outcome

Claire and I created a website header for the Netrush website for this series, a form to collect info from readers which then unlocks the whole series, and a landing page that contains Part 1 through 5. The series included two downloadable pdfs, 5 interviews with Natural Product leaders, and a webinar with a downloadable pdf. We also created carousels and social posts for LinkedIn to drive interest to the series, which generally included little bits of information from the content itself to entice readers to read more.