Intro
Changing our everyday lives and giving our heart a good health sounds difficult yet, it is very simple. BecelProactiv has helped 1M people to do so. Now it is our turn.
Challenge
The core DNA of BecelProactiv is the human’s heart. With the consumption of BecelProactiv, cholesterol levels remain low and this results to a heart’s good health.
The aim was to create a concept that would appeal to all consumers and would correlate the heart to BecelProactiv. A concept that would become viral but also approach the idea in an emotional way.
Solution
The #MakeTheChange activation had two separate bursts. The first one at the beginning of the summer and the second one launched on the National Heart Day, on October.
Instagram was the main vehicle for running the activation. During the first wave, the activation was inspired by the selfie trend. BecelProactiv asked users to upload a selfie while forming a heart with their hands and mention their everyday healthy habits. The Second wave was approached more emotionally. BecelProactiv asked users to share the moments they enjoy most. The moments that they enjoy … with all their heart.
The activation (both waves) was introduced with ambassador Natalia Germanou where she mentioned the activation during her show “Kalutera de ginetai”. She also shared her experience with her followers. BecelProactiv also collaborated with several other influencers to give virality the to the campaign.
Outcome
Participations: More than 15K in just a few weeks.
New Instagram Followers: The fans base increased by 1200+ new followers (in a brand new account).
