GNC: Flavor Story

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.
 

RESULTS

+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