dōTERRA Mood Journey PR Awareness Campaign UK

PR AWARENESS KIT Mood Journey PR campaign - UK 2 Lockdowns, isolation and lifestyle changes resulting from the pandemic have had a significant impact on the mood of society in the UK and across the globe. Last year, dōTERRA set out to better understand to what extent the pandemic had impacted the moods of people in the UK. Our objective was to launch a campaign that would appeal to consumers and drive awareness of our corporate brand. A research survey of 2,000 adults found that moods varied throughout the day, from stress to anxiety, to happiness. 4 in 10 households showed that their moods declined as normal patterns, routines and activities were put on pause or altered from one lockdown to the next. Research found that many sought to enhance or improve their moods by taking a walk, listening to music or taking a coffee break. Not only did our moods affect us, but they also impacted those around us including families, friends and loved ones. When published, this research generated significant, positive and relevant media coverage that helped to position dōTERRA with current trends and raise the visibility of dōTERRA as a corporate brand. The document is designed to support you to share corporate news with your team and prospective customers. Kind regards, Sheryl Franklin Head of PR Europe 3 4Overview of Researchand Statistics dōTERRA wanted to understand how the pandemic was influencing moods in the UK. COVID-19 brought activities such as dining out, travel and sports events to a halt; even shopping at a supermarket or going to the office was affected. We also wanted to understand what people were doing to improve their moods at the height of the pandemic. dōTERRA commissioned research with 2,000 adults in the UK which revealed that the average person experienced three different moods during the day: stress, anxiousness and happiness. Almost half of those surveyed were thinking about their emotional wellbeing more than usual and 39% felt more stressed than they should. Half felt their moods followed the same pattern each day, with 38% frequently feeling bored. Each mood lasted for an average of three hours before the tone changed, with 47% admitting their feelings fluctuated more often than they would like. The time of day also had an impact on mood, with the average person feeling relaxed or sad in the morning hours before work and experiencing stressful feelings leading up to and during lunch. From 4-6pm, people generally felt more excited and happier as they progressed toward the evening hours. Respondents indicated they were happiest from 6-8pm and most relaxed during 8-10pm. dōTERRA also used this research opportunity to find out what people did to enhance or improve their moods. The most common responses, nearly 6 in 10, liked to take a walk, listen to music or have tea or coffee. Others indicated that a bath (31%), a walk in nature (37%) and using essential oils (10%) helped to improve their mood or helped them to relax. While 68% of the respondents believed they were more productive when they were in a better mood, only 43% took time out for themselves on a daily basis. 5 TOP 5 MOST FREQUENT MOODS12345 Stressed Anxious Happy Relaxed Calm Emotions Throughout The Day Top Remedies To Improve Your Mood Moods In A Day 47 % admitting their feelings change more than they would like 1 in 5 would like to feel more confident during the day relaxed 8PM stressed 8AM happy 6PM excited 4PM The average person currently experiences three different moods each day as they go through lockdown... Each mood lasts for an average of three hours before the tone changes 3HOURS happy stressed anxious 6 Top Remedies To Improve Your Mood Top 10 Frequent Moods 47 % admitting their feelings change more than they would like 1 in 5 would like to feel more confident during the day like to do things to enhance or improve their mood by: enjoying a walk listening to music having a tea or coffee Research conducted by OnePoll with a sample of 2,000 UK adults in January 2021. taking a bath getting out into nature using essential oils 60% �����31% �����10% �����37% stressed 46% frustrated 39% anxious 42% bored 38% sad 31% happy 46% relaxed 44% calm 37% satisfied 25% peaceful 21% 7 8 Press Coverage Success Using traditional media relations, dōTERRA promoted the research by sending news releases and research data directly to targeted members of the press with a focus on national publications. The outreach resulted in 17 online and print stories in media with a total online readership of 331 million. Media coverage appeared in highly circulated magazines and websites such as The Daily Express, The Sun, and Metro, as well as Scottish versions of those publications. Headlines ranged from the creative such as “A Brit moody” from The Daily Star and “Mixed Threelings” from The Scottish Sun, to the traditional, including The Daily Express’ “Lockdown leaves Britons stressed, anxious and happy” and The World News, “Brits feel more stressed and bored in Covid lockdown as toll of 2020 hits.” The campaign also produced a feature article in the online magazine, Happiful, which detailed significant research from the survey. The author interviewed a professor from the University of Ottawa, not connected to the research; he validated some of the findings, stating, “The effects on boredom and worry have not dissipated over time and this snapshot of wellbeing in the first weeks of lockdown does not account for potential fatigue as individuals grow increasingly tired of self-regulating as time passes.” Titled “Emotional Coronacoaster: Lockdown’s effect on our emotions”, the article generated over 3,000 views and nearly 200 social engagements. Collectively, the online stories received over 383,000 views and were shared more than 380 times on social media. 9 Campaign Summary dōTERRA’s research of over 2,000 persons in the UK found a direct link between the pandemic and people’s moods. Unfortunately, they experienced more negative emotions during the pandemic and nearly half of those surveyed reported that their households’ mood had changed for the worse. People also indicated that their mood could be impacted by the people around them, both at home and at their workplace. Research shows that the public in the UK are thinking about their emotional wellbeing now more than ever before and taking time for themselves and their families. Nearly 400,000 people in Britain read about the coverage of dōTERRA’s mood research in popular publications such as The Daily Express, The Sun, and Metro. It was the first campaign to explore this subject in Europe, aligning with dōTERRA’s values and wellbeing focus. “At a time when so many are experiencing emotional challenges of all types, we are excited to present the results of this research about mood management, helping us to grow awareness of dōTERRA as a wellness brand. We are committed to helping everyone—customers, Wellness Advocates, employees, suppliers, and more—to live healthier, happier lives. Understanding how we as human beings manage our various moods and emotions is at the heart of that commitment. We will continue to produce world-class products and to create a culture that supports our growing community and their emotional needs.” - Isaac Wilson, Managing Director, dōTERRA Europe The dōTERRA survey was conducted online by research company One Poll. All studies were conducted in January 2021. The sample included 2,000 UK adults aged 18 and over. The research provided in this document is the copyright of dōTERRA. UK Office, Altius House, 1 North Fourth Street, Milton Keynes, MK9 1DG, United Kingdom dōTERRA Global Limited, 32 Molesworth Street, Dublin 2, Ireland © 2022 dōTERRA Holdings, LLC, 389 S 1300 W St. Pleasant Grove, UT 84062 dōTERRA.com All rights reserved. All words with trademarks or registered trademark symbols are trademarks or registered trademarks of dōTERRA Holdings, LLC.