Extending the Life of All Women

The first supplement campaign built squarely for women of color — founded by Tonya Lewis Lee, positioned around longevity rather than ingredient lists.

+110%revenue in two weeks
+148%conversion rate
+445%Instagram reach

The challenge

Almost no supplement brand spoke to women of color, and the category's imagery was interchangeable stock fitness photography. Movita was competing on formulas in a market where every formula reads the same.

What we did

We positioned Movita as an extension of its founder's work on maternal health, using the brand to educate and to argue for the longevity of women of color. The creative broke the category with dramatic, sensual close-up photography of women of color and the foods tied to their specific nutrient needs, carried by CVS ads geotargeted to region, store and aisle, local PR with Tonya, and influencers of color.

The consequence

Revenue up 110% and conversion up 148% in two weeks, transactional keywords tripled, a 0.65% click-through rate, and Instagram reach up 445%.

The work itself.

"82% of Black Americans are deficient in Vitamin D."Image

"The natural sunblock of darker skin makes it harder to get vitamin D."Image

"Immunity has never been more important."Image

"Some women can stomach fillers in their vitamins. Most of us cannot."Image

"Rise & Shine All Day." — display bannerImage

Tonya Lewis Lee: "Well-being should not be the privilege of the few."Image

Vitamin D deficiency awareness sequenceImage

Scored on the
consequential triangle.

Talkability: "82% of Black women are vitamin D deficient" is a fact people forward.
Defensibility: Owning an underserved audience first makes later claims sound derivative.
Indispensability: Daily-ritual products become habits, and habits are hard to cancel.

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