Pure Protein

CHALLENGE

• Pure Protein, creators of protein-packed bars, powders and ready-to-drink shakes was looking to drive awareness of their new, guilt-free snack products, to help everyday athletes refuel in a delicious and convenient way.
• They asked E29 Marketing to develop an influencer campaign, partnering with accountable fit-fluencers to increase knowledge of product benefits and ultimately drive trial of Pure Protein snacks online at Walmart.
• The fit-fluencer audience is known to be competitive, focused on their health, and seeing results in their fitness endeavors. External validation is important to them and they tend to post successes on social media.
• Pure Protein 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 Pure Protein Snacks, E29 activated 6 accountable fit-fluencers as the creators for this campaign.
• The 6 creators produced 25 pieces of authentic Pure Protein content, in the form of images, reels, videos and stories, that focused on sharing the benefits of the new Snacks line and how they can indulge without the guilt. Content was developed for Meta, Instagram and TikTok, with promotion to a larger audience to drive large scale awareness via paid amplification.
• E29 amplified the best-performing organic content by whitelisting, or activating social ads served from the influencers’ handles, leveraging interest-based targeting, while testing and optimizing to top-performing content.
• In addition to driving increased knowledge of product benefits and traffic to purchase Pure Protein Snacks online, the influencer program served to provide key learnings for the brand in terms of the types of content that resonate with their audience and best platforms to drive impact, along with ways to expand audience reach in the future.

CREATIVE CAMPAIGN

INFLUENCERS ACTIVATED

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IMPACT: MEASURING SUCCESS

During the influencer program, April to June 2022, E29 delivered:

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