Vital Proteins \ Social Activation
4/20 Wake & Take Kit
Vital Proteins collagen peptides is most effective when you take 4 tablespoons or 20 grams daily. After the removal of our plastic scoops as part of our B-Corp initiative to reduce plastic waste, we needed a quick way to remind our audience of our serving size for best results. Coincidentally, there is an entire holiday dedicated to 4/20. Which, we presume, is very innocently a holiday dedicated to reminding folks how much collagen they should be taking. Another fun fact: collagen is most frequently taken in the morning in your favorite morning coffee, tea, or smoothie. Enter The Wake and Take Kit. A bundle we launched on 4/20 designed specifically to help you wake and take your collagen every morning.
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With a very limited budget, our internal production and social team rallied to pull together resources to execute and launch the kit in less than 3 weeks. We were “nimble” as one would say and leveraged the power of #oneteam #onedream mentality to pull off a pipe dream of a project. Our CRM and PR counterparts were so excited by what they saw take shape, that they also threw in resources to get the kit listed on our website alongside a promo for our Daily Greens, while garnering a little industry buzz for our rag-tag passion project.
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Not only did this project garner a spike in buzz for the brand on a very micro-budget, it also was a huge win for internal collaboration and rallying a team.
Our CRM and PR counterparts were so excited by what they saw take shape, that they also threw in resources to get the kit listed on our website alongside a promo for our Daily Greens, while garnering a little industry buzz for our rag-tag passion project.
Art Director Ellen Opacich
Writer Ken Bates
Creative Director Steph Hayden
PR Robyn Wolfish / Allison
Editor Mar Barros & Abbey Karpick
Photographer Mike Killion
ECD Josh Leutz
Producer Becca Major
Social Amy Nnaji & Shelley Pedigo