A single campaign filled with emotion and story is a thousand times more compelling than a pile of PowerPoint data. You can have a brilliant idea, but if you can't get me to pay for it, it's worthless." - these are the words of renowned communications expert Carmine Gallo, which we stuck to when launching the Scitec Hungary Gym and Endurance brand. And in this one, we needed brain over brawn.
If we take a closer look at Scitec's pedigree, we can see that the brand has been successful since the early days amongst professional bodybuilders. However, nutritional supplements that are effective in helping professional athletes can also make a big difference to the physique and endurance of an amateur athlete. In response, Scitec has launched two new product portfolios. With the Gym and Endurance brands, it mainly aimed at the average gym-going men and women. While the Gym product range is primarily useful for those who are looking to build muscle, Endurance products are aimed at endurance sports enthusiasts (running, cycling, walking, etc.).
The launch of the new products required a complete communication strategy, including creative execution, media planning and acquisition across digital media, in 27 countries around the world. During the campaign, our team had the following tasks:
- Develop a complex international social media strategy
- Developing an action plan and setting social KPIs
- Develop key images and identities for the two new brands in social media
- Launch new social media channels and platforms
- Development of content strategy and content creation in Hungarian and English, including photo and video content and more than 120 social media posts per month
- Shooting videos and photography
- Writing articles
- Monitoring, testing and optimising trends and managing advertising
And the results? They might even win us a medal at the Arnold Classic. With new Facebook pages (domestic and global), we gained 17,000 new followers and 51 million hits and 220 million impressions in a short period of time, while the newly launched Instagram channels generated over 120,000 interactions.
As we saw it:
In order to produce valid content, we brought in experts to work alongside our creative team. This was necessary because the supplements category is one of the most strictly regulated. Our creatives provided the vibrant, exciting style, and the experts provided the precise, fact-based technical content.
We also paid special attention to creating unique video content and blog posts, produced in both English and Hungarian.
In essence, we created a communication ecosystem that included video content, Facebook and Instagram posts, and blog posts.
And what did it take to be a resounding success? Perhaps the above, or perhaps heeding the words of Arnold Schwarzenegger: "If you sleep 6 hours a day, you'll have 18 hours left. That's plenty of time for work, study and even fun. I know a lot of people get upset and say, hey, I sleep 8-9 hours. Well, I suggest you sleep faster." We took the advice and had a successful campaign, so now we're getting some sleep... but only 6 hours, real fast, and then We'll Be Back!