THE OBJECTIVE
Be at the beginning of the collagen trend in the UK.
Vital Proteins is the no.1 collagen brand in the US, with Jennifer Anniston as its Chief Creative Officer. Launching in the UK & IRE it had the opportunity to seize the top spot here too.
Image copyright Vital Proteins.
Image copyright Vital Proteins.
Image copyright Vital Proteins.
THE INSIGHT
Ingestible collagen was a new concept for the market, with little knowledge of what it does or how to use it.
OUR JOB
We knew that once our target audience felt the benefits of Vital Proteins, it would become a go-to. But we needed to educate and entice them first.
STIRRING EMOTION
Feeling the benefits of collagen is like being a part of an amazing secret club.
THE STIR WAY
Hijacking the Zoom trend for a virtual 101 on Collagen.
We invited top beauty influencers and editors to an intimate conversation with Vital Proteins’ founder Kurt Seidensticker followed by a 101 on collagen with the brand’s Head of Education. Each guest had breakfast delivered featuring collagen infused items, Vital Proteins product and, of course, coffee.
Impact and implications
Output
43
pieces of editorial coverage, including 11 nationals. 20 key media attended.
Outtake
204M
editorial reach, with an EAV of over £850million.
Outcome
32%
market share in Boots after just three months.
