Elevating a Global Brand | Herbalife

Herbalife Nutrition logo.

The Challenge:

Herbalife is a global leader in meal replacement products, nutritional supplements and skin and haircare products and 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 Solution:

The task was to develop a campaign that took the Herbalife beyond its hero shake range while also democratising nutrition, wellness and beauty.

Through our discovery process, we established:

    • 69% of Australian and NZ consumers see nutrition, wellness and beauty as more than just diet and meal replacement shakes. Nutrition is seen as a holistic approach to wellbeing and beauty.
    • Herbalife Nutrition’s hair and skin care range was a sleeping giant. Having won many beauty awards globally, it was relatively unknown.

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.

The Results:

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:

  • 27 million impressions on social media
  • 183k user reach
  • Generated 55k new consumer leads
  • Achieved a CPA of $2.96.
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