With the start of 2023 just behind us and new year’s resolutions in full swing, consumers are looking for brands like Bulk to help them along their fitness journey.
Through the launch of the new campaign, Initials was tasked with helping Bulk to change the narrative within the fitness space to stop celebrating perfection and embrace individuality. Self-doubt is often a result of external comparison, so it was about turning that doubt into belief and realising the battle isn’t you vs them, it’s you vs you.
Initials CX worked to help trigger an initial awareness during a time of consumer need, compelling consumers to find out more about Bulk. To do so, Initials CX worked with seven ambassadors to create a content series across the Bulk website, YouTube and social, resulting in some beautiful campaign assets.
The You vs You campaign has been a really exciting inaugural project for Bulk and Initials CX, one that aims to inspire and provide perspective for consumers, wherever they are on their fitness journeys. To learn more, we spoke to Abigail Karet, Senior Account Director at Initials.
What was the brief?
January is the biggest month of the year in the health & fitness space.
In terms of consumer psychology and the propensity to engage with brands in the industry, it is the optimal month to trigger sales and conversion. Typically, Bulk™ executes heavy trade marketing in January and will continue to do so throughout the year. But in addition, we’d like to elevate to a brand message to trigger a broader response to the Bulk™ brand during a time of consumer need.
We have created a brand activation video and seven episodic content pieces in both long form and social edits, in order to drive awareness of the Bulk™ brand in the upper consideration/low awareness audience.
How did the initial pitch/brainstorming phase go?
It was all a very smooth and easy process. The client was on-hand to bounce ideas around with and three separate creative routes were discussed for the pitch. We had one clear winner, which is the idea you see live today. It’s very rare that you see a pitch idea, as it was, live with no amends.
What was the process behind ideating the concept?
We had a small team working hard from the very start. A really clear brief from the brand meant we could go away and hit the ground running with our strategic development. This is where all the insights came from, framing the lead message in the original brief to get us to the idea we have today.
We turned their idea of ‘fear’ into ‘internal comparison’ through talking to real people in this space. Once we had aligned on this with the client, the creative team were able to delve deeper into what this really means to someone who is on their fitness journey.
What was the production process like?
We had very tight deadlines to turn this around for the new year. We had a clear vision for the shoot and found the perfect producer for the job. We went from conception to delivery in eight weeks, which was difficult, but we managed it with the support of the great team at Crxss.
What was the biggest challenge during production? How did you overcome it?
Timings. Due to ambassadors’ availability, we had to flex our timings to allow for all of them to be available. This meant changing the shoot days/schedule right up to the day of production. We all had to be very flexible in order to turn it around, however, we had a very successful few days.
What is one funny or notable thing that happened during production?
As Billie, CMO of Bulk, was so passionate about the reasons why we were doing this campaign, we asked her if she wouldn’t mind sitting in front of the camera to capture the story on film – it turned out to be a really powerful and authentic piece.
What’s the main message of this project and why does it matter?
We have created a content series that puts a microphone into the minds of ambassadors to reveal the raw inner monologues that fuel their transitions from self-doubt to belief, with the aim of inspiring and motivating their community during one of the toughest months of the year.
Social media can have a negative effect, as influencers tend to only show themselves at their best. We wanted to spread the message that no one is perfect and we all have to go on our own journey to get to where we need to be - trying to break down the barriers and show people as their authentic selves.
You vs You showcases seven stories that harness self-doubt to foster self-belief. The stories are beautifully real and deeply captivating. We put a microphone into the minds of seven influencers to discover the raw inner monologues that fuel their transitions from self-doubt to belief. You’ll discover the life-changing moments during their journeys that transformed the lowest of lows into mind-blowing highs.
How long did it take from inception to delivery?
Three months from the pitch date to final delivery.
What do you hope it achieves for the brand?
“As brands, we’re able to influence behaviours and perceptions. Social media pressure can hurt people, but we have the opportunity to counter that by creating a narrative that is valuable, safe and helpful. This is why we’re doing it.”
Billie Bradberry, CMO, Bulk™
We hope this campaign helps to change the narrative on social media and to spread awareness that it is okay to be on your own journey. We’re all guilty of comparing ourselves to others, and it hurts. So we aim to help people shift their internal monologue from self-doubt to self-belief.
Credit list for the work?
Production:
Production - Crxss
Producer - Elena Huntley
Director - Will Cornelius
Initials:
CEO - Jamie Mathews
Art Direction - Kieran Child
Copywriter - Steve Atkinson
Senior Account Director - Abigail Karet
Chief Strategy Officer - Simon Calendar
Bulk
Chief Marketing Officer - Billie Bradberry
Campaign Marketing Manager - Joseph Enright
