Nature's Bounty Advanced Mushroom Immune Complex
Concepting, Copywriting, Creative Direction
Nature’s Bounty recently launched a new range of premium vitamins and supplements under their Advanced line. Featuring leading-edge innovations in nutritional science, products like Advanced Mushroom Immune Complex needed a product detail page with a compelling narrative to match. Launching these products required building creative assets for every aspect of the product detail page (PDP): carousel images, product video, A+ (enhanced) content, product description and bullet points.
Advanced Mushroom Immune Complex features a form of vitamin D produced by mushrooms exposed directly to the sun. The challenge was to shape the science into a story that both educates and resonates with shoppers, highlighting the benefits of naturally-sourced vitamin D from organic mushrooms while distinguishing the ingredients from other competitors in the market. We decided to lean into the theme of the sun as a direct source of naturally produced vitamin D, using sunbeams and other hand-drawn illustrations inspired by botanical drawings to create a warm, organic aesthetic.
B+ Carousel Images
On a product detail page (PDP), the area above the fold is known as B+ and includes the product title, bullet points, and carousel images. This space presents a critical opportunity to educate shoppers, showcase customer-focused benefits, and amplify key features to compel purchase. The carousel images include the most important information that shoppers need to know at a glance, including packaging shots with supplement and nutritional information, product benefits and features, and a quick demo video.
Product Video
Video has become one of the most powerful tools you can leverage on a PDP. One in five Amazon shoppers prefer to learn about new products and brands via video (over images), and Nature’s Bounty saw an over 9% increase in conversion with best practice enhanced content from 2020-2021. This video quickly distills the science-driven benefits and features of Advanced Mushroom Immune Complex while also evoking its organic elements through animated botanical illustrations.
A+ Content (Enhanced Content)
A+ content, or enhanced content, is a way to create a mini landing-page within the PDP. It’s an opportunity to further educate consumers about the product and brand, creating a richer product narrative through detailed descriptions, charts, or lifestyle imagery. This A+ content delves deeper into the science of the product, highlighting the ingredients and health benefits while prominently positioning Nature Bounty’s authority in the supplement space.
