Keeping the Herbalife Brand Top of Mind in the Highly Saturated Health & Wellbeing Market
- The Global
- Template for Content
- 3x
- Increase in Target Audience Reach
- 400% Increase
- in Social Engagement
- Huge Increase
- in POS Content Uptake Amongst Sellers in All Markets
- Brand Awareness
- Increase in EMEA Region
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.
Herbalife Content Playbook
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
Amplifying the Brand Across 21 Countries
Brand Guidelines
Walker have worked tirelessly across the brand to deliver content, strategy and creative that delivers against tough KPI's
James Sutton, UK & EMEA Brand Manager
Global Asset Templates
The New Brand Positioning
The Herbalife Philosophy is that with balanced nutrition, a healthy and active lifestyle, and a personalised plan, you can live your best life.
That means creating content that showcases nourishing foods, healthy hydration, targeted nutritional supplements and regular exercise. With this balanced approach, the brand always feels full of energy and motivational.
POS & Sales Content
Product Photography
Agile Production
Our production spans lo-fi mobile shot trend-jacking, social e-commerce, influencer partnerships and brand campaign content.
From full set-build brand films with cast and crew to fast micro-shoots in our in-house studio, we flex the way we produce the global content dependant on the region requirements.
Content Production
EMEA Strategic & Creative Guidance
Global Content Guides & Inspiration
Influencer Partnerships
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
NPD Launches - Content & Roll-out
NPD Launches
Social Content | Attainable Aspiration
Always-on Social Content
Health & Wellbeing is huge on social, so our content needed to resonate with the right message, and standout whilst delivering engagement and a consistent brand story.
The always-on content spanned Meta & TikTok, and includes:
- Content planning
- Content Production
- Results monitoring & Reporting
The Herbalife Cookbook
Creating Recipe & Nutritional Inspiration
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Herbalife - Keeping the Brand Top of Mind in a Saturated Market
Global health brand Herbalife needed a go-to agency for creative & strategy across Europe, Middle East and Africa, to generate content for always-on engagement and creating excitement for new product launches.
