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Flavor Story
Breaking Through the New Year, New You Clutter

GNC was ready to help consumers beat fitness boredom with their new “Flavor Story” product campaign. To make sure the right people saw it, Empower built a data-driven media plan to burst through the New Year’s resolution hype. We keyed in on consumer passion points to create compelling contextual alignments for GNC – to shift brand perceptions and build relevance with wellness-seekers.

We developed a full-funnel, digital only, media strategy – removing Linear TV and focusing media dollars on emerging partners and tactics, along with custom sponsorships:

  • NBC Sports, Today.com & Apple News
  • Brooke Burke’s at-home self-workout channel on Roku
  • Virtual Influencer Instagram live workout and curated playlist via Pandora
  • TikTok in-feed video ads
  • Premium Podcasts such as the Bellas & Literally! with Rob Lowe

The results were the real breakthrough.

GNC hit record sales, beating goal by over 40%.


+40% Sales Growth
Our media strategy helped GNC beat its sales goal by over 40%

10% Lift in Unaided Brand Awareness
We helped drive awareness across adults 18-34 demo

$.004 CPV
We outperformed YouTube benchmarks 12X