#NewRealisticResolutions - Start your year more realistic with Alpro

Objective / Challenge:

New Year's resolutions fade for 80% of people within the first 3 weeks of the year. Based on this insight, Alpro made a bold and meaningful decision in the marketing mix and launched the #NewRealisticResolutions campaign. The aim of this campaign was to find resolutions that can be realistically implemented together with Alpro and will become a new way of life.
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Approach:

We placed 10 influencers and a nutrition coach in the 'Alpro House' in the black forest for 3 days, extending the activation over a 10-week period online. Our consumer insights, drawn from social media analysis, served as the cornerstone for the entire campaign.
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Outcome:

The activation concept was so well received by the creators that it generated an additional 8 million views and impressions through unpaid content during the campaign. Highly authentic content was produced and shared for Alpro that engaged the community emotionally and attracted a lot of attention, including a feature in Horizont Magazine. The campaign also led to close collaborations between creators and the coach, as well as between Alpro and the creators.

• Creators: 9
• Impressions & Views: >21.6M
• Engagements: >442K
• On Top Content: 184%

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