Even though the brand had a low cholesterol claim on its packaging we decided to use the season two of the 30 days’ fitness challenge to dramatize this. The creative idea was to slightly exaggerate that using the brand was the almost the only thing needed to keep fit. We did this visually through merging the elements of a work out session with brand usage. It core proposition, “So Low in cholesterol, it’s almost the only exercise you’d need”, was a tongue in cheek way of describing the product benefit, as well as communicating the second season of the fitness challenge.

We wanted to consolidate on the success of season one, so we created and deployed quirky videos in line with the philosophy of the brand. The work made use of film, print and the digital channels to drive awareness to the second season of the challenge. This played a huge role in driving footfall not only to our social media pages but also to the weekend cardio sessions which recorded an impressive amount of participants; a clear demonstration of how online and offline activities can be seamlessly integrated.

We had an increase of 28% in the total sign-ups for the challenge after the deployment of the videos compared to season one. There was also a marginal increase in the average number of daily participants for season two, moving from 20 people to 50. The campaign reached over 5 million people on Instagram.

The campaign also delivered on the initial objectives, and further deepened the positioning of the brand as Nigeria’s low cholesterol brand of choice, and the most talked about dairy brand in the online space in Nigeria.