BRIEF

Weight loss is as much an inner battle, as an outer one. While it’s easy to slip up, it’s also easy to start again. Which proved, precisely, to be the case for weight management brand, IsoWhey.

With expectations around body image becoming more and more unobtainable, IsoWhey was a brand in the process of reinventing itself to remain contemporary and relevant, in a category that was moving away from archaic notions of ‘weight loss’ to progressive ideas of ‘holistic health’.

Due to inconsistencies in past advertising campaigns, the grass fed whey formula needed to establish a strong brand message and create brand recognition that translated into purchase and ongoing usage behaviour.

STRATEGY

The challenge was to position IsoWhey as a brand that was evolving to meet the needs of increasingly complex modern lifestyles whilst building on the 35% pharmacy growth of the past 12 months, all the while strengthening its consumer engagement.

Our core audience comprised of 30-55-year-old overweight women in low-middle income households. Time poor ‘Quick Fixers’ sought easy meal solutions to match their short-term goals, while long-term ‘Healthy Changers’ sought ongoing support after their initial motivation dropped off. 

Each year, their challenge gets harder as they get older, making it all the more difficult for them to tap into their inner voice. With the familiar tone of one woman talking to another, our response had to be upbeat, approachable, empathetic and straight talking — helping them discover that everything they needed was already inside.

SOLUTION

Using science to power our marketing, our research showed that our candidates already had what it took to get healthy.

But, with life’s daily battles, the voices in their heads — and the various wobbly bits that invariably haunt them — they just had to be reminded that it’s not the end of the world if they fall off the wagon sometimes. 

What they needed, then, was a motivational mantra. A headline-cum-tagline-cum-call-to-action-cum-hashtag that reassured them that it takes guts — and to trust their instinct — one that’s just waiting to be unleashed.

YOU GOT THIS

Three words that set the tone for one impactful campaign. 

A campaign which reassured women that — despite being sold previous weight loss journeys sugar coated into unrealistic dreams — it’s easy to get back on track again. All it takes is a bit of inner strength, and IsoWhey.

Made with all natural ingredients (no artificial colours, flavours, sweeteners or preservatives), IsoWhey contains less sugar than other leading brands and is formulated with probiotics to promote gut health. 

You Got This encapsulates all of that in one, tasty, good-for-you, mouthful.

CLICK HERE TO LAUNCH ISOWHEY.COM.AU

EFFECTIVENESS

The campaign came to life in Spring 2018 and ramped up at the start of the New Year — historically a period where TV ratings plummet 25% and our audience becomes harder to reach and more selective in their media usage — all at a time when their natural interest in the category spikes: summer.

That’s why we chose to drive awareness with streaming video on major network channels and YouTube, and deployed smart data to increase our media ‘weight’ with young-at-heart, eye-catching, out-of-home advertising.

Radio spots brought the inner voice to life, while digital ads drove in-store conversion, and bold point of sale encouraging product comparison completed the CX loop — but not before amplification via social media bolstered motivation with a mixture of inspiration, practical advice and community support.

The #YouGotThis campaign ran across digital video, radio, social media, out-of-home and point of sale until February 2019, with ‘real results’ expected soon.