Launch Campaign:
dōTERRA sun
For the release of this major product line in Canada, I coordinared and helped execute a marketing campaign across website, email, blog, and other digital media platforms.
This launch was successfully executed in August of 2023.
Main Idea
doTERRA sun is a relatively new product line to doTERRA as a whole, but it has been hugely popular since its release in doTERRA USA. It was one of our most highly anticipated launches in our market, coming to Canada about a year and a half after the original United States release.
Main Challenge
Our biggest challenge was moving away from the United States’ main marketing angle and tagline: doTERRA sun’s got you covered…naturally!” Canadian legal regulations prohibit the use of “natural” in this context, but nearly all of the original US campaign material featured it (and other similar compliance “hot words”) heavily.
So, we had to reinvent much of the original campaign material to work within the unique regulatory restrictions of our market without stripping the products of what made them great in the first place.
Another challenge we faced was a major delay in the production of the items, which forced us to release the line at the end of the summer instead of the beginning, as we’d originally planned. This meant trying to move a lot of inventory well past the period that most customers had a need for it. Talk about a hard sell!
Web Strategy
Month 1
Website Homepage “Takeover”
Starting day one of the release, doTERRA sun dominated our website homepage for the entire first month of its lifecycle. Below are a few snapshots of key website elements we executed on launch day: our main homepage banner, homepage product carousel, additional content card, and promotional shop ribbon/pop-up.
Month 2
“Suncare for All Seasons” Push
To help push some sales of suncare into September, we left up a homepage banner with the following text, and continued promoting the line through our ongoing email campaign.
Homepage Banner:
- Headline: Suncare for All Seasons
- Text: Sun protection isn’t just for summer! Get naturally sourced support for every season with doTERRA® sun.
- Call to Action: Shop Suncare
Year 2
Renew Awareness for Spring and Summer
Now in the second year of this product’s lifecycle in our market, we are actively preparing a full spring/summer promotional campaign that will begin in mid-April, 2024.
This campaign includes exciting BOGO deals on select suncare items and an exclusive gift with any purchase of suncare. It will include all the same promotional material you see on this page.
E-Commerce Product Pages
Because of the nuances in Canada’s legal regulations, we had to reimagine the descriptions for each product’s e-commerce listing in the same way we had to reinvent the promotional materials.
Email Campaign
Day 1: New release announcement in the top slot of our first-of-the-month e-newsletter.
- Headline: Here Comes doTERRA® sun
Week 1: Solo announcement email showcasing the line, featuring links to product education blogs.
- Email subject: New! doTERRA® sun Has Arrived
- Headline: doTERRA® sun’s Got You Covered
Week 2: General reminder/re-announcement in the top slot of our mid-month e-newsletter.
- Headline: We’ve Got You Covered
Week 4: Email highlighting each individual product’s key benefits and linking to individual shop pages.
- Email subject: New! doTERRA® sun is Making a Splash
- Headline: All About doTERRA® sun
Week 5: After a month of gathering customer testimonials, we shared top responses via email!
- Email subject: doTERRA® sun Reviews Are In!
- Headline: doTERRA® sun Is Making Waves
I can provide visual and written examples of the emails themselves upon request. 🙂
Blogs
To better educate customers and distributors about what makes doTERRA suncare worthwhile, we wrote and published multiple educational blogs. These were boosted and shared via marketing emails, social media posts, and web links throughout the campaign. We continue to re-share these resources when promoting these products!
Blog
The doTERRA® sun Product Line
Get to know each of the four new doTERRA® sun products.
Blog
Why Use doTERRA® sun?
Learn what makes doTERRA suncare stand out against commercial brands.
Social Media + Ad Promotion
For every campaign or promotion, we prepare a collection of graphics that feature high-quality imagery, campaign headlines, promotion details, and product education. These are shared on our social media platforms and boosted as ads. They are also shared to our Digital Marketing Kit for doTERRA distributors to use in their personal promotion of these major deals, discounts, and product launches.
Below are some examples from this campaign:
Distributor Assets: Class
To empower doTERRA distributors to promote and sell the suncare line themselves, we adapted a teachable class with an accompanying PowerPoint presentation, class script, and printable handout.
Zoë Freeman | Portfolio 