Founded in 1935, GNC has been selling health and nutrition products, including vitamins, supplements, minerals, and herbs for more than 80 years. After playing a key role in the company's rebrand, we were brought in to focus on their social channels.

GNC

goals

Shift tone of content to be friendlier and more approachable without leaving more aggressive-minded users behind. Build awareness and drive signups for loyalty programs by connecting with a broader user base.

CAMPAIGN

Over 18 months, we reached a more diverse audience through quirky, funny, and topical content. We built 270 social posts — conceiving of, storyboarding, and producing 180+ videos.

My role

I served as on-set agency producer — informing creative decisions with quantitative and qualitative data. During the planning period, I facilitated brainstorms and provided ongoing analysis of top-performing content.

RESULTS

Awareness of and signups for the GNC loyalty programs massively increased.

25 million impressions
258% ROI on conversion ads
70% increase in video engagement
32% increase in video completion rate
44% increase in overall engagement