Backstory
Campaign objective: The "Gives You Mass" campaign aims to inspire and motivate young adults aged 20-30 to lead healthier lives by promoting regular exercise and balanced nutrition. The campaign will highlight the importance of incorporating your product into their fitness routines for optimal nutrition.
Duration: The “Gives You Mass” campaign will last approximately two months. From October-December 2023, which aligns with New Year fitness goals.
Media placement: The ad would be shown on Hulu ads, as well as promoted through TikTok and Instagram.
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Hulu Content Integration: Identify popular fitness and health-related shows on Hulu and work on integrating your product naturally into these programs. This ensures your message aligns with viewers' interests.
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Hulu Interactive Ads: Consider interactive ads that allow viewers to click for more information or exclusive promotions, making it easy for them to learn about your product.
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TikTok Hashtags: Encourage users to participate and share their experiences, fostering a sense of community and engagement.
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Instagram & TikTok User-Generated Content: Encourage users to share their fitness journeys and experiences with your product, using a dedicated campaign hashtag.
Demographics:
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20s-30s
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Male & females
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Urban/Suburban areas
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Single/dating
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Education varies
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Income: Middle class
Psychographics:
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Values: Seeking personal growth, career advancement, and social connections.
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Motivations: Aspiring to build successful careers, maintain an active social life, and develop personally.
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Lifestyle: Urban or suburban living, with an interest in fitness, music, and entertainment.
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Media Consumption: Active on social media platforms, frequent use of streaming services, and relying on online news sources for information.
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Interests and Hobbies: Engage in fitness activities like running, yoga, or gym workouts. Enjoy music, movies, and entertainment in their leisure time.
Insights- inspiration behind campaign
The whole campaign was inspired by the 70s. Blue was famous in that era, symbolizing the color of jeans. Another thing raising in popularity in that era was exercise.
A variety of things inspires our ad. The music is, of course, inspired by the 70's, while the intro is inspired by Chef Boyardee’s “Rolling Can” commercial aired in 2004. The transformation bit- where the skinny guy turns into a muscular guy by drinking Fairlife- was inspired by Popeye.
Desired KPIs
KPI1:
Increase engagement rate by 15% by December 15th, 2023.
KPI2:
Decrease bounce rates by 15% by December 15th, 2023.
KPI3:
Increase website traffic by 25% by December 15th, 2023.