Natural vitality X Lil Jon Collab
It started like all great ideas—with an enticing tension between what's expected and reality. When I heard that Lil Jon was trading krunk for calm with the launch of his first mediation album, I knew it was a perfect fit for Natural Vitality's CALM magnesium supplements. Through direct collaboration with the Grammy Award winning artist we threw an album launch retreat that included a live mediation, influencer and paid asset creation and a mocktail bar featuring CALM products leading to several pieces of viral content and record-breaking sales.
PR hits from the event and corresponding content content brought in over 1 Billion impressions, while paid media blew past previous engagement records.
A sampling of website and social assets from the multi-channel activation.