Challenge

Global health brand Herbalife needed a go-to agency for strategic brand guidance alongside shooting and producing creative assets across Europe, Middle East and Africa, to generate content for always-on engagement and creating excitement for new product launches across 21 different countries.

Not only do we need to build excitement and suspense behind new launches, but our content strategy needs to constantly create new occasions (for different types of people) where the product can be the hero by tapping into real moments in an authentic and ownable way. This means stretching the brand’s appeal across a wider product portfolio, to a wider audience.

Insight

We recognised the key to success was to celebrate a way of life, not sell product.

The world of fitness can be an intimidating place. Our content aims to bring the product to life in a way that feels both aspirational and attainable - helping to keep people motivated on their fitness journey. That meant tapping into real and relatable moments in people's day-to-day lives as well as celebrating the diversity and commitment of the Herbalife athletes across EMEA. 

This took a deep understanding of consumer mindsets wherever they were on their fitness journey and motivations as well as stress-testing content against key creative benchmarks.

This became all about attainable aspiration.

This isn't just about polished athletes. A marathon for some is a walk in the park, for others, that walk in the park is their marathon. By building huge content banks we could appeal to the mass on a hyper-targeted and relevant way through inspiration they can believe in.

Solution

With our strategic playbook and the brand positioning of 'Live Life to the Full' in place, it defined the tone of voice, look and feel and narrative to best resonate with different audiences - from elite athletes to those starting their fitness journey. This was implemented across the 21 key markets, including translation and asset banks specific to each region.

The key was keeping everything close to a real human truth and always making people (rather than product) the heroes of our content.

• Rolled Out Across the Whole EMEA Region
• Increase in Social Engagement and Reach by Over 200%
• Huge Increase in Uptake of POS Content Amongst Sellers
• Positive Brand Metrics Increase
• Successful Audience Shifts
• Full Alignment and Buy-in Across EMEA

Lead Strategic & Content Agency (all in house)

Global Toolkits

Strategic Positioning

Product Catalogue

Cook Book Creation

Content Creation

Product Photography

AV Production

POS & Sales Material

Social Content

Brand Guidelines

Content Playbook

Global Translations

Influencer Campaigns

Corporate Comms

NPD Launches