centrum microworkouts
From Irrelevant to Daily Relevance
We married strategic rigor with nimble creativity to grow this historic brand in record time — activating a full scale digital campaign with the sole objective of “Winning January” — driving Centrum product sales in the first month of the year.
CHALLENGE
When Burns Group began its partnership with Centrum in 2017, we learned the brand had a double pronged relevance issue: consumers believe it’s a brand for old people and they no longer believe multivitamins have a role in their daily lives. What’s more, the brand didn’t have any product innovation to attract consumers back to the franchise. As a result, Centrum share was eroding and they needed an effective solution. We embarked on a year-long quest to land a new global strategy and ad campaign, but with urgent needs to grow, we needed a nimble and interim campaign to kick off the new year, while we continued to work on the longer-term solution.
SOLUTION
Burns Group’s mission was clear: create a new campaign that would boost sales in the key January ’18 sales period by getting just one bottle in the hands of lapsed users. The creative campaign also needed to break through the seasonal clutter of the January media space and telegraph that the brand wasn’t for older people. Finally, it needed to be ready to go in just 8 weeks across multiple channels and happen outside the typical validation processes that Pfizer requires, given the short lead time.
We kicked off a process that resembled a rapid-fire sprint, breaking every rule that this legacy brand had long followed. Our first step was to strategically reframe the existing product to give consumers a new reason to believe Centrum should be a vital part of their daily routine. We created a fresh new brand lexicon that forced consumers to look at Centrum’s role in a new way: from benign multivitamins to MICRONUTRIENTS that fuel a healthy body at the cellular level.
We landed our big idea — a fun, play on workout videos, or “microworkouts”, and in a few short weeks, created over 50 pieces of digital, broadcast, social and in-store assets. We turned heads with a contemporary new look and feel for the brand with our “Centrum Micro-Workouts” animated series. With only 4 weeks of media support for the month of January, all campaign elements were swiftly activated on Jan 1 across paid and owned platforms.
RESULTS
800%
increase in YouTube subscribers
4.7MM
Youtube views, the most in the brand's history
11%
increase in unpromoted sales
+613%
video shares
266MM
digital impressions
+10.8%
eCRM unique click to open rates
