Body Fortress

CHALLENGE

• Body Fortress, creators of whey protein powders and shakes was looking to drive awareness and trial of their whey protein powder products amongst an audience of deliberate achievers, those with high nutrition and physical performance standards.
• They asked E29 Marketing to develop an influencer campaign, partnering with fitness influencers to increase knowledge of product benefits and ultimately drive trial of Body Fortress Whey Protein Powder online at Walmart.
• For “deliberate achievers,” their health matters deeply to them. They are motivated by their personal best, and there’s nothing like the endorphin rush they get from a workout. Nutrition (and in particular, protein) is critical to their healthy lifestyles.
• Body Fortress needed a way to reach this audience with authentic content and compelling messaging, from influencers with similar values, interests and lifestyle behavior.

STRATEGIC SOLUTION

• In an effort to increase awareness and trial of Body Fortress Whey Protein Powder, E29 activated a mix of 7 fitness and NCAA influencers as the creators for this campaign.
• The 7 creators partnered with the brand to produce 31 pieces of content, sharing how they reached new heights and maximized their results with Body Fortress. The content went live across social channels including Instagram and Facebook.
• In order to drive further scale along with traffic to purchase, the influencers voices and stories were amplified through whitelisting, or activating social ads from the influencers’ handles. E29 leveraged various interest-based targeting strategies while optimizing for traffic to purchase through top-performing content.
• In addition to driving increased knowledge of product benefits and traffic to purchase Body Fortress online, the influencer program served to provide key learnings for the brand including the type of content that resonates best with their audience, best types of influencers to activate and best platforms to drive impact, along with ways to expand audience reach in the future.

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CREATIVE CAMPAIGN

INFLUENCERS ACTIVATED

ADVERTISING EXAMPLES

IMPACT: MEASURING SUCCESS

During the influencer program, April to June 2022, we delivered:

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