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
We outperformed YouTube benchmarks 12X