Content marketing platform Cohley partners with wellness brand Nature’s Way to generate more than 2,500 visual assets
Forming a partnership to produce and scale custom content
For more than 50 years, Utah-based wellness brand, Nature’s Way, has been part of the vitamin and supplements industry, producing wellness products like enzymes, multivitamins, probiotics, vitamins, and minerals.
At first, Nature’s Way digital strategy focused on promoting user-generated content on their social media channels and leveraging mainly stock photography and videography. But when they began advertising on Amazon, they realized they had to scale their content in a more effective and relevant way, while maintaining control over the creative process.
In July 2019, they teamed up with Cohley, a content marketing platform that connects advertisers, agencies, and brands with content creators to produce and scale custom content like photos, videos, product ratings, and reviews.
Collaborating throughout the creative process
To ensure Nature’s Way owned the creative content generation process from start to finish, Cohley’s team of Customer Success Managers collaborated with Nature’s Way to generate creative briefs. Using an internal messaging system, the team at Nature’s Way was able to approve or reject proposals within the briefs and discuss feedback in real-time with Cohley’s content creators. Throughout this process, Cohley helped Nature’s Way replace stock images with compelling, new lifestyle images on their product detail pages.
Measuring the results
With the help of Cohley, Nature’s Way leveraged dozens of product-specific lifestyle images across twenty of their products, helping increase ad-attributed sales on product detail pages by 30%.1
Brands looking to increase their creative assets may be interested in working with platforms like Cohley. Here’s some advice Casey Murray, Director of Partnerships at Cohley, shared for brands and advertisers looking to expand their business and reach new audiences, “Don’t limit yourself to a one-size-fits all model when it comes to generating and testing creative. Every customer is unique, and so are their tastes. Top performing brands and advertisers are regularly generating and testing content, of all types, across all channels to best connect with consumers and optimize results.”
1 Cohley, United States, 2021