A Brand Built on Hard Work
Using Creative Strategy to Reach New Heights in Brand Awareness
Ascent Protein was entering the tail end of its summer campaign and gearing up for a major seasonal timepoint in January. 85SIXTY faced the challenge of developing a new sports nutrition campaign that would break through the noise of a deeply saturated environment during January–a high priority seasonal period for brands seeking to engage new customers entering the fitness market. We set out to develop a campaign that would tie emotional sentiment with performance creative and paid media learnings and drive measurable growth in brand awareness and purchase intent.
Our Role
- Creative Campaign Production
- Performance Creative
- Paid Media
Our Proof
+48.6pt
Increase in Brand Awareness
compared to a 4.0pt benchmark
+22.5pt
Increase in Purchase Intent
compared to a 1.7pt benchmark
Our Strategy
In order to apply the campaign message across media executions in an effective way to drive brand awareness and increased purchases, 85SIXTY employed a data-driven approach to creative production through creative testing and creative designed to support different aspects of the purchase funnel.
As creative becomes increasingly important in the crowded paid media landscape, we refined our creative and messaging through learnings distilled from monthly, iterative creative tests executed throughout 2023, including: prioritizing quantitative messaging in conversion tactics, improved product photography practices, and the expansion of supporting specific flavor callouts as Ascent Protein continued to invest in the research and development of innovative new flavors. In addition to fine tuning creative for core tactics, our media recommendation included the expansion of investment towards digital out of home, such as Ascent Protein’s first Times Square placements, expanding audience targeting to engage first party segments, and a dedicated creative strategy for TikTok paid media to drive awareness and purchases.
