Alba Botanica Launches Digital Brand Awareness Campaign

Five women are featured in the digital campaign.  Alba Botanica has selected five real-world “influencers” for a new campaign called Do Good. Do Beautiful. The video series tells the story of Alba Botanica through the stories of five “everyday” women. “We weren’t looking for famous [women] or huge social followings. We were looking for women who were doing amazing things to do good in the world,” said Sarah Galusha, senior marketing director for Alba Botanica. The digital campaign was created not only to build brand awareness for Alba Botanica, which has grown immensely in distribution in the past decade, but also to make an emotional connection to consumers. Once only found in health food and natural stores, Alba Botanica is getting exposure in stores including Target, Wal-Mart, Walgreens, CVS, Kroger and Costco. “The message seems especially relevant right now as we are seeing women feel they are marginalized. A lot of everyday women are being driven to activism as we saw from the Women’s March on Washington. They are starting to think hard about the choices they make every day,” Galusha explained. “We feel a digital campaign is a good way to stretch our dollars and gives us meaningful impressions.” Beyond YouTube, Do Good.

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