FATTY 15
Question: create a creative brief for Fatty 15
Goals:
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Promote brand awareness
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Drive purchases
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Advocate healthy lifestyle
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Brand Identity
Fatty15 is a company that is continuously working to improve global health – rooted in science and research. A one-of-its-kind supplement, C15:0, was created for consumers to achieve a healthier mind, body, and life.
Fatty15 is more than your typical health and wellness supplement. Fatty15 believes that they can impact health at its core, and can change the world from the inside out.
Market Research
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77% of Americans take at least 1 supplement
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63.8% of US women use supplements
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25.5% more women use supplements than men
Competitors
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Direct Competitors
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Omega 3 - Fatty acids​
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Indirect Competitors
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Personal subscription services​
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Consumers who are not favored supplements
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Customer Personas
Megan is a 28-year-old self-sufficient lady who has worked as a financial analyst for three years. She lives alone and enjoys working out. She's seeking a supplement company that can improve her sleep, skin, and mood. She has no idea where to begin because she is new to the market, whether online or in-store. She is also concerned about the little time she has to reorder vitamins if she runs out.
Julia is a product manager who is 32 years old. She is married and intends to have children soon. She hunts for vitamins that can enhance her immune system and improve her physical and emotional health as she prepares for a healthy pregnancy. She dislikes taking a variety of vitamins at the same time since she finds it complex and unpleasant. Furthermore, because she travels frequently on business trips, she is apprehensive about carrying more than three different bottles of vitamins.
Creative Strategy
ONE AND DONE
Fatty15 only takes one vitamin to support your long-term health and wellness. This is what we want to show our audience.
The one-and-done message will connect to our target audience because they are already conscious about their health and wellness, but have not yet ventured into supplements. The idea of getting into a supplement routine sounds appealing, but they may not know where to start. They also may feel uncomfortable swallowing multiple pills that all do different things. This is where we come in and help.
They are open to trying new things, they just need a little push to get there. The focus of this campaign is to show our audience how they can elevate themself without making it harder on their day-to-day.
Executions
Instagram and Youtube videos
Short-format video-sharing platforms like Instagram and Youtube to share a video explaining the simplicity of Fatty15.
Platforms such as Youtube and Instagram will allow Fatty15 the flexibility of possibly posting a longer video with more information, but gives a quick-snip video of why Fatty15 stands out in the market.
This execution narrows into the messaging "one and done" by physically cutting down the mass amounts of vitamins and supplements in the market into one pill that does it all.
Print Series
A print series of lifestyle shots and quick phrases highlighting the benefits of the pill. These print executions can be used on social media (such as Facebook and Instagram) or made into billboard advertising or traffic-stopping wild postings.
The tagline "One and Done" will appear with the Fatty15 packaging at the bottom.
With a simple, clean look, this print series also has the option to be made into a short 5-second advertisement with a moving image placed as the background image instead of a still. This can be used as a short Youtube ad or Website ad.
SPONSORED WELLNESS TREATMENT
Fatty15 is partnering with the Intercontinental Hotel in San Diego to launch an influencer wellness retreat. Popular health and wellness influencers will come to the hotel to spend a week enjoying a healthy lifestyle promoted by Fatty15. Participants will engage in Fatty15 branded Vinyasa beach yoga classes and Pilates classes. Afterwards, they can quench their thirst and cleanse out any bad choices or few too many tequila shots with a juice and smoothie bar - all to make way for Fatty15. Lastly, influencers can connect with the human-like mammals that brought Fatty15 to life with dolphin swims with the original batch of dolphins that helped spark Stephanie and Eric's discovery.
