Australian Sports Nutrition (ASN) have held an annual ’60 Day Challenge’ for the past 8 years, which for the past 4 years has suffered an ongoing decline. We began the strategic process with stakeholder engagement and quantitative research, with both past challenge participants and non-participant ASN customers. This informed a fresh strategic approach, which included segmenting audiences into three fitness levels. We then created a more inclusive brand tone-of-voice.
Increase penetration among our existing audience and create a platform that will help grow the number of challenges year-on-year, by getting more people to return.
We selected three hero talent who represented the audience segments and made them the face of the campaign. We created a huge suite of fresh and easily adaptable assets, featuring our hero talent. These assets would always be supported by relatable, human messaging. This segmented approach was consistently targeting a specific audience throughout every digital touchpoint, including eDM’s, social, digital banners, SMS alerts, lead generating e-Books, website and Challenger portal.
The campaign saw a 234.2% increase in participants from the previous year.