Created a wellness tune-up for every body with Vital Proteins.
My contributions:
Experiential Strategy
New Business Support
The challenge:
Vital Proteins faced increased competition and decreased consumer consideration, prompting them to launch a new national brand campaign in early 2024.
Centered around their brand promise, “for every body with a body,” the campaign aimed to turn consumers into advocates for collagen's benefits as a cornerstone of proactive health and longevity. They sought a strategy focused on educating both consumers and press through engaging digital content, social, influencers, and experiential storytelling.
The approach:
I spearheaded the pitch for Vital Proteins, centered on an immersive takeover of House of Good called The Every Body Experience.
Initially inspired by a vintage auto body shop, the concept invited consumers to a three-day wellness summit offering the ultimate “tune up” for wellness seekers at the onset of a new year.
The event offered a pop-up café serving complimentary collagen-infused beverages and a suite of trend-focused wellness workshops, including face yoga and trampoline workouts. To drive earned media, House of Good hosted a kick-off reception for influencers and press, transforming the space into a content studio for media to expand the Vital Proteins campaign beyond the experiential event.
The results:
+1,500
Event attendees and over 1,000 samples distributed.
+20M
Estimated earned media Impressions
+30
Influencers and press attendees, including People Magazine and Joey Zauzig.
Street-facing parklet.
Face yoga for invited influencers.
Collagen sampling bar.
Influencer attendance.
On-site commerce.
Ongoing trampoline workout sessions.
Collab with influencer Karl Flores.
Collab with influencer Yvette Wilkins.