driving targeted engagement with a new plant-based brand

With a plant-powered go-to-market message, Splash has been shaking up the world of pain relief with Phynova. In addition to this campaign, the Splash team has worked with Phynova on a UX web design and ecomm integration project for their new look website.

The Business Challenge
  • Launch a new, alternative plant-based joint and muscle relief solution in a highly regulated and competitive marketplace.
The Response
  • A focused brand strategy
    Tapping into the growing plant-based trend with a plant-powered brand message that empathises with the target audience to make a real connection and empower their lives. We’ve collaborated closely with the Phynova team to redevelop their website and update their social channels and activity, bolstering their online presence – a key commerce channel going forward.
  • Empowering and informing with data and insight
    We conducted audience research through focus groups, quantitative testing and GlobalWebIndex to identify and profile audience groups. Learnings from previous campaigns, coupled with this data, allowed us to inform the creative ideation process, enabling continuous learning and refinement.
  • A nationwide, multi-channel campaign
    We took the brand nationwide across social, press, print and radio to target these identified audience groups. Sponsorship, hospitality and promotions at events including London and Manchester Six Day Cycle events in 2019, which reinforced the Phynova brand and plant-based message to key influencers and the audience in attendance.
The Success Measures
  • Agreement by Holland & Barrett to stock Phynova products in all 651 stores nationwide
  • YOY uplift in repeat orders from key retailers; Holland & Barrett, Boots and independent pharmacies
  • £13.4m advertising value (vs. approximately £500k investment) from two Six Day 2019 cycling events
  • 106% increase in live TV and digital audience vs. last year