MARKETING ACTIVATIONS & PDP REDESIGN
copywriting / concepting / experiential / UI, UX / SEO
Natural Vitality CALM
At The Clorox Company, I worked across several health and beauty brands like Renew Life and Burt’s Bees. I was also dedicated to copy projects for Natural Vitality, a 40-year-old company known for its bestselling CALM magnesium supplements. (As of late 2024, Natural Vitality is owned by Piping Rock and no longer part of The Clorox Company.)
My role: Copy Lead & Writer
I wrote copy across all of the brand’s channels, including marketing emails, onsite SEO content, e-commerce pages, and earned social. On any given day, I was tapped to conceive campaigns for activations (below: Expo West Calmtails Mocktail Bar), pulse periods (below: Back-to-School), and revenue goals (below: product page redesign).
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Collaborators // VP of brand: Kim Vandrilla, associate creative director: Jennifer Petronis, senior designer: Christine Patronick, Reach agency
EXPO WEST CALMTAILS MOCKTAIL BAR
Natural Vitality’s activation at Natural Products Expo West 2024, one of the largest industry events worldwide for natural, organic, and wellness products, was a huge hit. I conceived copy for posters, ads, and more for the brand’s “Calmtails” Mocktail Bar.
We served two original mocktails—made with CALM Magnesium powder—at the booth and created VIP sample kits for 450 top influencers with branded swag (bag, eye mask, earplugs), a recipe card, and products.
HOMEPAGE COPY
I came up with fresh copy monthly for the homepage to support evolving pulse periods, merchandising strategies, and revenue goals.
BACK-TO-SCHOOL CAMPAIGN
The concept behind this back-to-school, multi-channel campaign grew from a simple idea: Natural Vitality CALM supplements can help parents, teachers, and students manage stress through a chaotic season.
PRODUCT DESCRIPTION PAGE REDESIGN
User testing showed product description pages (PDPs) as a potential leak in the sales funnel. So the creative team revamped over a dozen PDPs, optimizing them for revenue. We added new copy with clear product benefits, and engaging product and lifestyle content above the fold, plus trust-building elements like customer review quotes and FAQs to boost add-to-cart rates. Add-to-cart increased 7% one month after rolling out the new design and copy.
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below: Examples from a carousel that appears above the fold on every PDP, showcasing 5-star review quotes, unique selling points, and ingredient information.
