a dietitian and a professional athlete
professional studio production
Product seeding for selected creators
Instagram, YouTube, POS, radio and TV
Industry: FMCG
Category: OTC (dietary supplement)
Market: Poland
To build awareness of CENTRUM as a brand that supports everyday healthy lifestyle choices. By opening up a conversation about regular physical activity, balanced nutrition and overall well being, we wanted to go beyond purely product focused communication, which is heavily regulated in this category. Our goal was to create a real relationship with consumers, built on trust, credibility and education.
Instagram, TikTok, YouTube, POS, radio, TV
- Long term online and offline strategy and concept
- Ambassador selection based on authority and value alignment
- Creative direction and production of a professional photoshoot
- Supporting PR campaign with influencer gifting
- Integration of online and offline activities
- Full coordination and communication advisory
Dietary supplements are one of the most demanding and strictly regulated categories on the market. So how did we tell the brand story in a way that felt close and authentic to the audience?
Healthy lifestyle at the CENTRUM of communication
We invited Julia Kotecka and Zuzanna Nowak to collaborate. Both are recognized experts in their fields and enjoy strong, genuinely engaged communities on Instagram.
“I know… being a woman today can be challenging, but I truly love being one. I love being both delicate and incredibly strong.”
Reach: 2,6 tys.
Views: 26 tys.
89% of viewers were followers!
“Our beauty comes from within, which is why taking care of our body from the inside is essential.”
Reach: 5,4 tys.
Views: 7,8 tys.
13% of viewers were followers!
We organized a professional photoshoot with both ambassadors, which became the visual foundation of the entire campaign. The assets were used across online and offline communication, including social media, POS materials and ATL activities.
With Julia Kotecka, we produced a TV commercial inspired by the Reels format. The spot was intentionally embedded in her everyday communication style and reflected her authentic narrative tone.The campaign was complemented by radio recordings featuring Julia and her children. These emphasized the family dimension of a healthy lifestyle and positioned the brand as a natural companion in everyday choices.
On the client’s YouTube channel, Haleon Poland, we published six educational videos featuring the ambassadors. Together, they generated nearly 16K organic views.
SUPPORTING INFLUENCER CAMPAIGN
The supporting campaign involved 12 lifestyle, sport and hobby creators. Its goal was to increase brand awareness, reach and engagement, as well as communicate the cashback promotion.The activities were mainly carried out on Instagram, with one TikTok activation, and included 24 pieces of content in Reels and InstaStories.
227 tys. views
3,4 tys. interactions
78,2 tys. story views
360 tys. views
1,9 tys. interactions
102 saves
130 tys. views
1,4 tys. interactions
16,7 tys. story views
74 tys. views
800 interactions
20 tys. story views
Instagram Stories complemented the Reels content. Creators used them to explain the product and the cashback promotion in a more detailed and accessible way. This strengthened the overall coherence of the campaign and helped audiences better understand the key messages.
78% average Video View Rate compared to followers*
12 lifestyle and sport digital creators
organic reach on Instagram and TikTok
* Video View Rate reflects the percentage of a creator’s potential audience that watches their video content.
A carefully planned ambassador program, supported by an influencer campaign and fully integrated online and offline activities, strengthened the brand’s expert and health oriented positioning while building long term consumer trust.
