GNC is going beyond the usual expectations of a supplement retailer and establishing themselves as true partners in health and wellness for anyone looking to “Live Well”. Superfly was recruited to help refuel the brand through festival partnerships, influencer marketing and a full content revamp of their social media channels.
GNC & Bonnaroo
In 2015 and 2016, GNC served as Bonnaroo’s health and wellness authority for our community of over 80,000 attendees. Keeping GNC’s communication priorities of knowledgeability, approachability and fun top of mind, Superfly seamlessly integrated the brand into the festival environment with ‘Fuel the Fun’, an air conditioned space for Bonnaroovians to relax and revive while sampling GNC product. Activations included daily themed fitness sessions, the ‘Wheel of Wellness’ product giveaways, a hydration drink flip-cup contest, a GIF booth and a slew of backyard games like cornhole, limbo and water balloon tosses.
Activating Influence Through Support
After two successful Bonnaroo partnerships, GNC asked Superfly to extend our relationship beyond the perimeters of the Festival grounds. With our “Dare You To 26.2”, we recruited a variety of influencers – each with specific health and wellness objectives– as they prepared for a marathon, with the support of GNC products and specialists. Each influencer documented their training and showed followers how GNC helped them achieve their goals. This weekly content series generated overwhelming support for both GNC and our influencers, generating 1.2 Million organic engagements and 1.91 Million video views.
A Growing Partnership
In March of 2016, Superfly became social agency of record for GNC, tripling social engagement rates within the first four months of channel management. From leveling up their creative output, to real-time targeting posts, to launching GNC’s first Snapchat channel, we’ve positively impacted brand perception and continue to invigorate social audiences around a new era of healthy living.