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Vigor Up!

Background

In Poland, multivitamins are usually taken by people over 45. Younger consumers are more interested in instant benefits. Demand for instant energy led to a rapid increase in the energy drink market.

We added an energy component to 20 year old multivitamin brand Vigor, and rebranded it as Vigor Up!

Challenge

How to make a multivitamin--with energy benefits--appeal to a younger audience?

Solution

Everyday we face all the THINGS WE HAVE TO DO, most of them are THINGS WE DON’T WANNA DO - often because we don’t have the energy to do them..

Using that insight we decided to:

  1. Find out what the consumers DO NOT have the energy to do: all the common “DON’T WANNAS..”

  2. Give them personalized, real-time encouragement from an influencer they appreciate, who endorses the brand

  3. Give them the opportunity to “encourage” their friends with the influencer’s help

Execution

Using a social media listening tool, we chose the 30 most popular “DON’T WANNAS” from Facebook and Twitter. Then we shot 30 short videos with a stand up comedy influencer, encouraging action to fight the “DON’T WANNAS”.

On Twitter, we found our audience talking about “DON’T WANNAS,” and sent them a personalized video from the influencer.

A response from the brand to a "I don't wanna go to school" tweet 

We also gave consumers the opportunity to motivate their friends to beat the “DON’T WANNAS” by sharing a movie they could assemble from excerpts of puns recorded by our influencer. You can check it out here.

A screenshot of the website through which you could motivate your friends

 

Impact

Within 2 months the brand became the 4th multivitamin on the market (up from 7th place), and gained the highest market share in the history of the brand.

We reached 47% of the TG on Twitter without any media spending.

Context Preroll on Youtube had an 85% full view ratio (with 45% the industry average).

We were the 2nd advertiser in Poland to use Facebook’s canvas ad format.