Link Natural, Sri Lanka’s leading manufacturer of herbal healthcare and personal care products, received three distinguished awards at the Effie Awards 2024 for its innovative use of interactive gaming to engage younger audiences. For its creative approach to digital interaction, the company won two Bronze and a Silver award, demonstrating its dedication to reinventing brand experiences. The Effie Awards are a gateway for the most influential locally produced campaigns to shine on the global stage, as it is a globally recognised benchmark for marketing performances.
Link Natural’s “From Pixels to Wellness: A Gaming Revolution” campaign, which demonstrated the fusion of gaming and wellness, earned it a Silver Effie in the Brand Experience Category. Additionally, the company won a Bronze Effie in the Healthcare Category for “Herbal Wellness to High Gaming Scores,” demonstrating its dedication to advancing herbal remedies among gamers. For “Sri Lanka’s First Destination Gaming Adventure,” Link Natural also took home a Bronze Effie in the Youth Marketing Category, highlighting its creative strategy for connecting with the tech-savvy youth.
To make herbal products relevant to today’s youth, the award-winning “Link Natural Fusion Fest” campaign successfully combined extreme sports, gaming, and wellness. By offering immersive activities like virtual cycling, water rafting, and diving, Link Natural positioned its products as vital for wellness and recuperation. For instance, Link Kesha acts as a natural remedy for gamers who spend long periods in the sun while riding, while Link Samahan helps fight off flu symptoms after an expedition. This creative approach increased the brand’s appeal to the generation that is connected to the internet and enhanced its relevance.
The objective of the ‘Link Natural Fusion Fest’ campaign was to engage and connect with a younger audience. Recognising the evolving needs, Gen-Z’s digital mindset and active lifestyles, Link Natural integrated a tech-driven approach as part of its marketing strategy. By strategically positioning their products within youth culture, the brand managed to gain traction within the gaming industry which was both unexpected and groundbreaking at the same time. The campaign not only managed to modernise herbal wellness but also helped reshape consumer perceptions. It also proved that nature’s goodness doesn’t only belong in the past, but in the future as well.
Given that there are about 3 million gamers in Sri Lanka, representing 14% of the country’s total population, Link Natural saw the enormous potential of this market segment. Digital content on sites like YouTube, Facebook groups, and Discord servers has a significant impact on gamers, who dedicate an average of 2.4 hours a day to their passion. Link Natural promoted greater engagement and taught young people about the advantages of herbal health remedies in a genuine and pertinent way by matching its brand with their interests.
Raj Kumar, Head of Marketing at Link Natural, stated, “The Effie Awards 2024 win underscores our dedication to pushing creative boundaries and reinventing brand experiences in the digital age. By leveraging innovative consumer engagement strategies, we have effectively positioned herbal wellness in a space that appeals greatly to the younger generation by utilizing cutting-edge consumer engagement tactics. This recognition inspires us to continue to innovate and make a meaningful impact”
The award-winning initiatives were run in partnership with, Dentsu Grant Group (Pvt) Ltd. and KAALI Projects (Pvt) Ltd. Link Natural would like to extend its earnest gratitude for the support and efforts of both these organisations in making these initiatives as successful as possible.
Link Natural’s achievement at the 2024 awards demonstrates its capacity to combine contemporary digital engagement with traditional herbal well-being, establishing an entirely new standard for the industry.
