Mock Campaign - Self-Directed Project
Integrated Marketing Campaign Strategy
Chemist Warehouse - "Wellness Made Simple"
Project Overview
A self-directed mock campaign created to demonstrate end-to-end marketing
campaign planning for a major Australian retail brand. The brief: develop an
integrated campaign that helps Chemist Warehouse customers feel confident
building healthier daily habits, using the brand's existing wellness range.
The Challenge
Chemist Warehouse stocks an enormous range of vitamins, supplements, and
wellness products, but this scale can overwhelm shoppers. Many customers want
to improve their health but don't know where to start, and the sheer volume of
choice can put them off engaging with the wellness category altogether.
Target Audience
Primary
Health-conscious adults aged 25–40 balancing work and life, looking for
simple, affordable ways to build better wellness habits.
Secondary
Parents and adults aged 50+ seeking trusted, easy-to-understand guidance on
everyday vitamins and wellness products.
Consumer Insight
People want to feel healthier, but conflicting advice and endless product
choice leave them overwhelmed before they even start. They're not looking for
another big wellness overhaul. They want one simple, trustworthy place to
begin.
Campaign Objectives
- Increase awareness and engagement with Chemist Warehouse's wellness range among health-conscious shoppers
- Drive online and in-store traffic to a curated "wellness made simple" product range
- Position Chemist Warehouse as an accessible, trustworthy wellness destination, not just a pharmacy
Campaign Message
"Small habits. Big wellness."
A message built around the idea that small, manageable changes, not
overwhelming overhauls, lead to real wellness outcomes.
Strategy
A multi-channel approach combining social media content, influencer
partnerships, email marketing, in-store activation, and targeted digital
advertising, all reinforcing the idea that wellness starts with small,
achievable steps.
Social Media Strategy - Content Pillars
1. Wellness Tips & Education
- Quick, practical tips for building small daily habits
- Bite-sized educational content on vitamins, sleep, and nutrition
2. Product Spotlights
- Featured products that support specific small habits
- "Start here" product bundles for beginners
3. Real Life & UGC
- Customer routines and testimonials
- Reposted user-generated content showing real results
4. Expert Advice
- Q&A style content with in-store pharmacists and health experts
- Myth-busting common wellness misconceptions
Example Instagram Reel: "3 small habits that made the biggest difference to my energy levels," featuring quick swaps using Chemist Warehouse wellness products.
Influencer Strategy
Partners
- Micro-influencers (10K–50K followers) in health, wellness, and lifestyle
- A mix of fitness, nutrition, and everyday-lifestyle creators for broad relatability
Content Types
- Morning and evening routine videos
- "Wellness Made Simple" product hauls and try-on style content
- Honest reviews of starter wellness bundles
Email Marketing - 4-Part Series
- 1. WelcomeIntroducing the "Wellness Made Simple" hub and campaign message
- 2. EducateSmall habit tips paired with recommended starter products
- 3. OfferExclusive discount on the wellness range to encourage first purchase
- 4. CommunityCustomer stories and UGC roundup to build trust and momentum
In-Store Activation
A dedicated "Wellness Made Simple Hub" placed near store entrances,
featuring:
- Curated starter bundles grouped by goal (energy, sleep, immunity, focus)
- QR codes linking to short tip videos and the full campaign content hub
- In-store sampling stations for select wellness products
Digital Advertising
Platforms
- Meta (Instagram & Facebook)
- TikTok
- Google Search & Display
Targeting
- Interest-based: health, wellness, fitness, nutrition
- Demographic: 25–40 and 50+ age groups
- Retargeting of website visitors and email subscribers
Sample Results (Simulated)
Projected results over an 8-week campaign period:
Website Metrics
+45%Traffic to wellness category pages
+30%Average time on page
+25%Click-through rate from email to website
Social Media Metrics
+60%Reach across Instagram & TikTok
+35%Engagement rate on pillar content
+20%Follower growth over campaign period
Sales Metrics
+18%Wellness category sales
+22%Basket size for Hub bundle purchases
1,500+Campaign discount code redemptions
Email Metrics
28%Average open rate
8%Average click-through rate
+15%Email list growth
Skills Demonstrated
Campaign Strategy
Audience Research
Content Planning
Social Media Strategy
Email Marketing
Influencer Marketing
Digital Advertising
Brand Messaging
Retail Marketing
Creative Direction
Reflection
Building this campaign from the ground up helped me understand how every part
of an integrated campaign, including message, content, channels, and measurement,
needs to connect back to a single consumer insight. It pushed me to think beyond
individual posts or assets and instead plan how a campaign idea translates
across social, email, in-store, and paid media, while keeping the customer
experience simple and consistent at every touchpoint.
