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Reading: Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
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B&T > Advertising > Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
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Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Andrea Sophocleous
Published on: 12th December 2017 at 10:05 AM
Andrea Sophocleous
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Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents.

Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of high-achieving kids in action.

The content pieces are rolling out across social media channels, a new media direction for Kids Smart to embark on.

Mary Buchan, marketing manager at Nature’s Way, said: “Kids Smart is the market leader in kids’ supplements and is all about growing healthy kids.

“Working with Wavemaker and Storyful, we have found an authentic and emotive way to demonstrate the role supplements play in the lives of little people with big ambitions.”

Shivani Maharaj, head of innovation and partnerships at Wavemaker, said: “Brands in this category have a history of focusing on the functionality of the product while communicating in a rational way.

“It was clear that an emotional connection was required instead, and what better way to achieve that than by tapping into the incredible achievements of real kids.”

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TAGGED: Storyful, wavemaker
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By Andrea Sophocleous
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Andrea Sophocleous is a journalist by training who has turned her skills to brand storytelling. She has a passion for stories well told, across all platforms and at all times. A social creature by nature, she makes a natural PR practitioner – and has the contacts list to prove it. As a journalist, Andrea specialises in covering the media, marketing and advertising industries; business, finance and property; and has also written extensively on technology, health and lifestyle. At a glance: • Sixteen years’ experience as a journalist, sub-editor, editor (print and online), PR consultant and communications specialist. • Specialise in covering the media, marketing and advertising industries, creativity, business, finance, property and lifestyle. • Experience in ghost writing opinion pieces and blogs. • Commissioned by businesses to create content for marketing material, content marketing initiatives, websites, annual reports, awards submissions and case studies. • Extensive experience in running an editorial team, staff management, budgeting, briefing journalists and photographers.

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