Reaching the Target on their Turf
Glucerna was planning the launch of a weight loss product. This was not new terrain for the brand - Glucerna had launched a short-lived weight loss product several years ago. The clients challenged my team and I to help launch the product and to do so on a small budget. 

The team explored weight loss and found that it was an exceptionally social activity. There were thousands of blogs, forums, and other forms of social media dedicated to losing weight and to supporting others in their weight loss journey. Frequently we observed small groups banding together to share support - and compete.

The challenge grew quickly - gaining nearly 1,000 members within 3 days of launch. 
Within two years, the challenge has grown to 208,095 people.
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