Selling and marketing a product doesn't have to be boring, but it often is. Striking a balance between educational, entertaining, and converting, BPN created a space for itself in educational content that shares the product benefits, while providing additional value to consumers in the form of general health/wellness education. As a social-first brand, creating content that fits follower expectations on Instagram, TikTok, and YouTube is critical for campaign success.
Role: Strategy (lead) + Creative (support)
Project Type: Brand Storytelling, Product Advertising
Channels: Paid Social, Organic Social, Programmatic, OTT / CTV, Brand Activations, Digital Display, Shopify, YouTube
Product marketing doesn't have to be boring. It doesn't need to just be product benefits and direct response. Product marketing can be fun, it can be informative, it can be valuable to the consumer. And that's what we set out to do with BPN. We created core content buckets around entertaining and informing people about how life can be better with BPN products. From learning how to make snacks to help you workout in the Bare Performance Nutrition Kitchen to our UGC content and creator content, BPN marketing is all about helping you GO ONE MORE, and have fun doing it.
BPN is not one singular personality and not a single voice, by using personality BPN is able to create compelling product stories that speak to different target demographics using big voices. Not necessarily known voices, but people who have something to say and are their whole, 100% authentic self. This comes to life through both UGC and self-produced content, photography, lifestyle content, and produced digital assets. As a digital native, we prioritize voices of our employees and BPN athletes in our communications. People have compelling stories to tell, and we want them to share their real reasons for using the products they know and love from BPN.
There are so many stories to tell, but ones of triumph and overcoming obstacles inspires people to GO ONE MORE. For BPN, this is critical. We sought to tell stories of people going after life and challenging themselves. We created longform storytelling outside of our products and technology to really use our brand as a storyteller. From postcasts, vertical lifestyle content, and 15-20 minute short films about different athletic challenges around the world, BPN is here to tell the story that no matter what, you can do it, you can GO ONE MORE.
BRAND/LIFESTYLE CONTENT
DIFFERENT BREED
“Christian is a different breed of creative strategist. He pushes us to think outside of the box and explore different life experiences and viewpoints. He changed the way we all saw things. He challenged us to think differently and think bigger. Christian pulls his inspiration from a diverse background of life experiences and uses his creative eye to bring ideas to life - despite being a young professional, Christian has wasted no time in building robust work experience and establishing a habit of going above and beyond for his team."
Nick Bare
Founder + Chief Creative Officer
Bare Performance Nutrition (BPN)