Be Both Campaign

Category differentiation in the supplement market is brutally difficult. Every brand claims to be better. Most are not meaningfully different. The buyers who find and stick with a premium product like Orlo do so because they have a specific set of values, and those values need to be reflected back at them before they will engage.

The “Be Both” campaign for Orlo was built on a deep understanding of the target ICP’s psychographics. These were health-conscious, ecologically aware, practically minded consumers who were tired of making trade-offs between efficacy and sustainability. The campaign’s central insight was simple: the word “and” is more persuasive than the word “or.”

Spanning Amazon display advertising and a redesigned Amazon Brand Store, the campaign delivered positioning built around Orlo’s genuine competitive advantages: potency without compromise, algae-based sustainability with pharmaceutical-grade bioavailability. The copy addressed the specific objection handling points that prevented conversion, including lingering consumer skepticism about non-fish-oil omega-3 sources.

The campaign expanded Orlo’s share of voice in a competitive Amazon category and contributed to measurable gains in conversion rate and customer retention for a brand with a compelling story that had not yet been told with enough precision.