Herbalife is a global leader in meal replacement products, nutritional supplements, skin and haircare products. More than 4.8 million of its weight loss shakes are consumed around the world every day. Despite this, and a philosophy of balanced nutrition and active, healthy lifestyles, the brand was failing to cut through the chatter in the increasingly crowded health and wellbeing space.
Paper + Spark was engaged to build a digital, social and PR masterbrand strategy to increase consumer awareness and enhance corporate reputation.
The task was to develop a campaign that took Herbalife beyond its hero shake range while also democratising nutrition, wellness and beauty.
Through our discovery process, we established:
We set out to challenge perceptions of Herbalife and elevate its standing to a trusted health and wellness partner. The creative concept was to challenge consumers to understand that wellness is a positive and active choice which rewards you for staying the course.
We developed a full integrated campaign expanding Paid, Owned, Earned and Shared to drive awareness through to lead generation and to conversion. This wraparound approach leveraged TV (both free-to-air and digital), OOH, social media, events, SEO, SEM, PR, influencers and email marketing aimed at both members of the Herbalife community and wider consumer audiences.
By harnessing the DNA of Herbalife Nutrition’s masterbrand we affirmed its place in the wellness industry and achieved significant cut through with Australian consumers, including:
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