DESCRIPTION:
We believe the best place to begin is within.
Our strength, our power, our purpose, starts within us.
So let’s start there, with collagen that supports our bodies, from the inside out.
It only takes a daily scoop, bite or sip of collagen to start awakening our best selves from within.
And when we feel great inside, our confidence to take on the world outside comes from way deeper.
It’s Within Us.
CREATIVE & PRODUCTION:
Visually, we created an authentic connection with Jen Aniston by putting the viewer in the scene with dynamic transitions and angles that make you feel literally inside each moment of her actual routine.
Audibly, we use Jen’s own inner monologue on how she treats her body as the driving beat of the film. We’ll give viewers the story of what she does to be her best self and how she relates to her own body - creating a commonality we can all relate and aspire to.
ROLE - I served as one of the brand marketing and creative leads on the campaign. I developed the brief and set the strategy and creative with our internal and external creative teams. I worked alongside the C-suite executive team to establish the brand tone for the campaign and strategically integrate Jennifer Aniston into the creative, as the brand’s first ever celebrity partnership. I managed all aspects of executing the campaign across multiple channels in partnership with channel stakeholders including media, ecommerce and shopper.
The goal of the campaign was to capture Jen’s everyday wellness routine in an authentic way that felt very natural to Jen and resonated with a mass audience in efforts to increase household penetration. As a loyal user of Vital Proteins collagen, Jen’s passion for the brand shined through in the creative. Her wellness routine consists of incorporating Vital Proteins collagen everyday, and we were able to capture that in a way that is relatable to our audiences.
This campaign was a labor of love, which took one year to execute from ideation through production and execution. Due to COVID, we had to shift our creative mid-production during quarantine and pivot our creative messaging, launch strategy and timing to align with what was going on in the world.
RESULTS - Vital Proteins continues to drive trial and conversion becoming America’s #1 Collagen Brand in Natural, Multi-Outlet Retailers and Club channels in the US. As of January 2021 after the campaign launched, Vital Proteins became the #1 Collagen Brand sold at Costco, up 61% due to campaign amplification with current sales.
Overall awareness of Vital Proteins has grown from 15%–18%, and new customer product trials nearly doubled from 5%– 9% more people coming into the brand and increasing household penetration.
The campaign successfully launched globally in 10 different countries in 2021.