Summary
A initiative encouraging people to stay positive during these challenging times.
Challenge
As we all know, COVID-19 hit us all really hard in March 2020 irrespective of our gender, age, demographics and any other differences. Each passing day was becoming more and more challenging because the world as we knew it was changing every day. GNC, being the foremost Health and Fitness brand not just in the country but the world, was presented with a responsibility like no other by this changing environment
Objective
Provide the right support for everybody possible to battle this situation both physically and more importantly mentally Showcase optimism and positivity as fundamentals of healthy well being Reiterate the true meaning of living well and how we could continue living that way Increase visibility, engagement and traffic via paid media
Strategy
#IamPositive A initiative encouraging people to stay positive during these challenging times. Featuring John Abraham, the campaign video urged people to turn their negatives into positives and choose to #LIVEWELL. We followed it with videos from athletes like Followed by other GNC athletes athletes such as Yatinder Singh Designed an effective influencer strategy across different genres Collaborated with 11 targeted influencers and John Abraham fan pages Community building by giving the audience a voice Asked fans to share their positive stories Sustenance by educating the audience Created an A-Z of Positivity content series
Data
During the lockdown, there was a spike in case related to decorating mental health. This led us to take up this campaign which can inspire our audiences.
Solution
Conceptualized a content series which would unlock positivity one letter at a time while positioning GNC as an enabler of wellness Hosted a contest asking our audience to share their #IamPositive stories Created a video featuring user generated content
Results
- 26M+ Users reached on GNC and John Abraham's social media handles - 14M+ Total views garnered via the video - 35% Engagement rate on Facebook -14M+ Reach on Twitter during initial days of launch - 82% Audience retention - 93+ Publications covered our campaign
