Acton, MA-based MotherNature.com Inc., an online retail source for vitamins, supplements, minerals and herbs, launched an $8 million radio, print, outdoor and transit advertising campaign.
The campaign features actress Blythe Danner and the tagline “Go Ask Mother @ MotherNature.com.” It will use traditional media to reinforce MotherNature.com’s message that it is a superior alternative to a “brick-and- mortar” store.
“The greatest barrier to entry for an online store is trust,” said Sharon L. Rice, vice president of brand marketing at MotherNature.com. “We decided to use traditional branding methods that have been proven to build trust. . .”
Creative was done by Cyrk Inc. and the media was planned and placed by Neil Faber Media Inc. The campaign will break in the top four wired cities in the U.S.–New York, Boston, San Francisco and Seattle.
“Last year, we ran both online advertising and two small test markets for print and radio advertising,” said Rice. “We found the offline advertising to be more effective for building brand awareness and cost-effective for bringing customers to the site.”
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