Ambassador of Unhealthy Life
BACKGROUND
Twice a year Donat Mg runs a detox program, to which mostly women over 40 apply.The goal of this year's program has been rejuvenating the target group and increase the number of applicants.
IDEA
To not get overlooked in the flood of "healthy" detoxification content and to encourage the applications of a younger target group that is sick of fit influencers and distorted reality, we have selected the least expected influencer - Gašper Bergant, a comedian.
EXECUTION
Showing through his eyes the steps of detoxification with Donat Mg, Gašper Bergant launched a series of 5 fun videos on his social networks. He presenting 5 truths:
- Many things will need to be done for the first time.
- Friends who are not detoxing will want to get you on the wrong track.
- You will have to introduce many new items onto the menu.
- Burning calories won't be as easy as it looks on Instagram.
- Not even relaxing will be as easy as it seems.
We optimized the length and launch of video posts for social networks. To best address Gašper's followers, we adapted the video content in a way Gašper Bergant himself would have created it.
RESULTS
more applications than last year.
applicants under 35 years.
video views.
applications to Detox Mg programme.