Company: Thorne HealthTech, New York, NY
Nomination Submitted by: Edelman
Company Description: As a science-driven wellness company that empowers individuals with the support, education, and solutions they need to achieve healthy aging – living healthier longer – Thorne HealthTech utilizes testing and data to create improved product efficacy and to deliver personalized solutions to consumers, health professionals, and corporations.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Health, Fitness & Wellness
 Nomination Title: Thorne HealthTech Healthy Aging Campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Thorne HealthTech, a leader in developing innovative solutions for a personalized approach to health and wellness, launched its Healthy Aging campaign on March 28, 2022 – June 19, 2022, which challenged outdated views of aging in support of living longer, healthier lives.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 243 words used.
In recent years, media and culture has begun to depict a new view of aging. Outdated portrayals of older people as decrepit, frail, “I’ve fallen, and I can’t get up” personas have not aged well. Instead, the anti-anti-aging movement is gaining steam as a person’s accumulation of years is valued as a badge of honor, not a mark of shame. This, paired with a renewed personal investment in taking ownership of one’s body and mind to the best of their ability, began to shift perceptions around aging.
Despite this societal shift, most individuals still feel defenseless against the slow churn of time and the inevitable loss of their health. In fact, a Psychology Today survey of more than 2,000 American adults found that 87% of participants had at least one fear about getting old—their decline in physical ability, a worry about memory loss, or concern over chronic illness.
As a science-driven wellness company, Thorne has long been a leader of assuaging people’s fears around aging—empowering individuals and communities to live healthier longer, with confidence through the development of personalized, scientific testing solutions and rigorously tested dietary supplements of the highest quality accessible to consumers.
With a suite of Healthy Aging testing and product solutions, including its Biological Age Test, Collagen Plus, NiaCel®, and ResveraCel®, Thorne set out to reposition the aging journey as everyone’s innate opportunity to enrich their health and abilities through the power of knowing and being our best selves.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
As Thorne prepared to launch its campaign, it was imperative to build a strong foundation that drives a clear articulation of the campaign—and Thorne’s license to lead—so it can cut through crowded conversations to earn attention from key audiences.
Through research and in-depth interviews, Thorne unearthed ownable positioning and built a master framework focused on personalized empowerment, solutions for every age and lifestyle, and health as an investment, that ultimately helped guide the campaign ideation, launch, and ongoing marketing execution plan, which centered around three key objectives:
- Shift the conversation from passive acceptance to proactive empowerment by empowering consumers to extend their prime and their health span.
- Position Thorne as a thought leader in the healthy aging conversation by demonstrating scientific expertise through owned content and driving earned media with credible scientific data.
- Elevate Thorne’s personalized, scientific offering including its Biological Age Test, Collagen Plus, NiaCel®, and ResveraCel®, which contain an exclusive form of nicotinamide riboside (NR) that works in the cells to support the aging process.
These objectives were the cornerstone of the Healthy Aging campaign—serving as framework for the multi-pronged campaign execution, which included earned media, owned and thought leader content, paid amplification, and influencer marketing—to ensure a cohesive and powerful story at every campaign touchpoint.
The overall creative ideation of the campaign assets was rooted in connecting with consumers through a luxurious and calming way that empowered consumers to embrace and understand healthy aging and was depicted in the marketing and campaign assets.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 247 words used.
The Healthy Aging campaign launched across numerous formats, including digital out-of-home, online video (including Hulu and YouTube), social media, influencer marketing, and more, which generated over 1 billion impressions throughout the duration of the campaign. Among the channels we leverage for the campaign, digital out-of-home (363M), online video (250M), and paid social media across Facebook, Twitter, Instagram, Pinterest, and TikTok (121M) drove the highest number of impressions.
Beyond overall impressions, the Healthy Aging campaign:
- Generated nearly 15M pageviews across Thorne’s digital properties—up 50% year-over-year;
- Increased subscription sales by 74% compared to the previous year;
- Accelerated active customer growth by 5% during the quarter the campaign launched; and
- Increased sales of Thorne’s suite of Healthy Aging testing and product solutions, which were featured in the creative assets of the campaign, by 35% compared to the previous year.
To help bring the campaign to life, Thorne partnered with veteran tight end and current sportscaster, Greg Olsen, who has used Thorne's best-in-class products since his days as a professional football player and remains a current user and brand advocate, as well as other health and wellness influencers. At the center of our earned media strategy, Greg Olsen discussed health at every stage of his life, which helped secure over 172 million earned media impressions.
The collective campaign efforts resulted in a drastic increase in pageviews for Thorne’s Healthy Aging products—Collagen Plus, NiaCel®, and ResveraCel®—ranging from a 39% to 654% increase, demonstrating the influencer and proactive empowerment that the campaign produced.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 40 words used.
In addition to the attached campaign video and images, please consider the following links as part of the submission:
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