Case Study: Martek Biosciences Interacts with Boomers Online Presented by: Andrea Martin, Manager, Brand Public Relations, Martek, now a division of DSM Nutritional Products & Anthony Martin, Public Relations Manager, Martek, now a division of DSM Nutritional Products Launched in 2010, the Beautiful Minds campaign was developed through a partnership of the life’s DHA™ brand and the National Center for Creative Aging (NCCA) to educate boomers on the role lifestyle factors have on positive brain health. As a way to inspire the boomer demographic, the Beautiful Minds campaign features profiles of men and women over the age of 55 who are accomplishing remarkable things in the second half of their lives. The campaign features special events, a traveling photo essay exhibit, media relations and online presence through the campaign’s hub (www.beautiful-minds.com) and Facebook page. www.bdionline.com

1. Case Study: Martek Biosciences
Interacts with Boomers Online
Public Relations Managers
Anthony Martin
Andrea Martin

2. Martek Biosciences, now a part of DSM
Nutritional Products
• Martek background: founded in 1985
– Develops DHA and EPA omega-3s from algae – life’sDHA™ and life’sDHA plus
EPA™ brands
• Heritage in the infant formula market
– ~99% of infant formula in the US
– More than 64 million babies worldwide raised on formulas containing Martek
oils
• Additional markets include
– Prescription prenatal products
– Food & beverage (Horizon Organic and Silk Soy milks, Francesco Rinaldi ToBe
Healthy pasta sauce, Minute Maid Blueberry Pomegranate juice, among more
than 500 others)
– Animal feed
– Dietary supplements
• DSM
– Martek was recently acquired by DSM, a leading global
Life Sciences and Material Sciences company

3. Communications – life’sDHA
• Goals
• Raise awareness of
― Importance of DHA omega-3 for all stages of life
― Algal DHA
― life’sDHA
― Partner products
• PR Tools
• Research findings (MIDAS Study)
• Spokespeople
• Integrated campaigns (Beautiful Minds)
• Media events
• News engine (print, broadcast, online)
• Social media (Facebook, Twitter, YouTube)

4. Case Study: Business Challenge
• Communicate 2010 clinical research published in Alzheimer’s & Dementia:
The Journal of the Alzheimer's Association
― Memory Improvement with Docosahexaenoic Study (MIDAS)
― Adults 55+ with mild memory complaints
― 900 mg of DHA omega-3 from algae (life’sDHA) for six months
― Double the reduction in errors on tests, compared to placebo
• Targeted to Boomer demographic – how do we reach them and how do we
get them to take action?

5. Case Study: Strategy
Annual campaign to celebrate creativity and innovation into the boomer years
and beyond, highlighting those who are keeping their minds beautiful and
healthy well into the second half of their lives.
― Educate media as a conduit to consumers on proactive brain health; this
campaign brings the science to life using an empowering approach
― Elevate visibility of scientific research supporting brain health lifestyle
factors
― Leverage positive results of recently published research (MIDAS)
― Help raise boomer awareness/understanding of the role of lifestyle
factors in boomer brain health
― Drive traffic to our dedicated website - www.beautiful-minds.com

6. Case Study: Tactics
• Year I
― National contest
• Nominations for adults 55+ who are doing remarkable things with their
minds in the second half of their lives
― Online hub for brain health information – www.beautiful-minds.com
― Satellite media tour
• Dr. Michael Roizen, Chief Wellness Officer at the Cleveland Clinic, co-
founder of RealAge, Inc., New York Times bestseller
― Times Square media event
― Media relations
• Year II
― National contest
― Website voting for “People’s Choice”
― Facebook, Twitter and YouTube engagement
― Facebook advertisements, highly targeted
― Media relations

7. Case Study: Results
• Brand Ambassadors
― 21 Beautiful Minds across the U.S.
• Media articles
― 20+ million media impressions
• Website
― 33,849 unique visitors and growing
― One-month online voting resulted in
more than 10,000 unique visitors
• Facebook
― Less than one-month period
• 860+ shares on the voting page
• 840+ likes on the voting page
• YouTube
― 2,870+ views of Beautiful Minds compilation video

9. Facebook
shares &
likes on
Voting page

10. Facebook Advertising
Nomination Phase
clicks: 5,468
total reach: 934,584
Voting Phase
clicks: 3,088
Total reach: 503,848