HERBALIFE

CRISTIANO RONALDO / CR7 DRIVE
Project: With a low budget and a new directive to promote products through Herbalife sponsored athletes, we told the story, or in this case, history of Herbalife x Cristiano Ronaldo’s 10-year partnership that helped drive him to be the best with CR7 Drive, a sports hydration drink.

Strategy: Refresh existing Ronaldo assets to promote CR7 product benefits

Behind the Scenes: After scouring our Ronaldo content, we pieced together a legacy story that connected to current Herbalife CR7 positioning and his status as one of the world’s best footballers. Through filters, editing, animation effects, and a new VO track, we produced a new video, which had to be approved by his team in Portugal, that delivered on-brand, on-strategy engaging content.

Stats: 2MM+ likes, 13.5K+ comments, thousands of views

“I’m With You” / Brand + Herbalife24
Project: Create a global branding campaign that leverages Herbalife sponsored-athletes to promote Herbalife24, a high-performance product line, and an active lifestyle.

Strategy: To create a sense of community and support between Herbalife and customers, we mirrored Herbalife-sponsored athletes with people living active lifestyles. We also created a flexible narrative structure that regions can localize to target their own audiences while staying consistent with the overall messaging and brand tone. Each piece of content energizes our audience to be active and ends with “I’m With You” to reinforce our support messaging.

PRODUCTS IN LIFESTYLE
Project: Modernize the way we tell our product story. We had quality products and ingredients but our content was too straight forward. Imagine a lot of ingredients falling into splashing water with no story, no characters, and no life. Our task was to add more of our audience’s lifestyle and energy to our social media videos while sharing our product story.

Strategy: Add a narrative component at the beginning of each spot to show who uses our products and where they’re typically used throughout people’s lives. Then, dive into a fun, energetic ingredient story. Below is 3/10 product videos we created.

YOUR GUIDE TO HEALTHY WEIGHT LOSS - DISTRIBUTOR (COACH) / CUSTOMERS
Project: When a customer or Distributor (AKA coach) joins Herbalife, they’re welcomed with a health and wellness guide that gives the 101 on healthy nutrition. fitness, meal planning and what Herbalife products can get you to your goals. It was my job to rewrite the guide with the brand tone; maintaining a welcoming, supportive tone while promoting Herbalife products and training tools. The guide is translated and distributed worldwide.

Strategy: Educate, engage and support. If you never knew anything about healthy nutrition, this guide trains you with essential information without overwhelming new customers and Distributors. We positioned our flag ship meal replacement products the foundation of a healthy diet with health and wellness products like supplements and snack bars as easy, convenient ways to boost their progress to health goals.