THE CHALLENGE: Luna Bar began to see a slump in sales with growing competition. A well-loved brand among women, it had traditionally been a great snack solution for outdoor activities, but it wasn’t top of mind as a healthy overall snack option. Additionally, conversations about snacks for women was typically about how to avoid them. So looking to broaden their brand perception and stand out from the competition (and their Clif Bar family), Luna wanted to trade in the Birkenstocks for a little black dress and go from frumpy to fabulous.
THE IDEA: We positioned the brand as the “spokesbar” for women’s nutrition and highlighted the power of positive snacking. Feed Your Strength focused on empowering and educating women on making the right snack decisions. Be it during exercise, on the go, at home or at work, Luna spoke to the benefits of honoring their cravings, rather than ignoring them. We flooded Luna’s website and social media channels with this new voice, look and a range of tactics that brought the concept to life.
THE RESULT: What started as an assignment to sell more bars quickly (and happily) transformed into Luna’s first ever integrated consumer campaign. It was widely covered by national media and gained 44 Million impressions resulting in an increase in sales and a change in brand perception. The web series we created grew Luna’s YouTube subscriptions by 110%, increased the brand’s digital visibility and created a platform for people to continue the conversation on episode topics long after the series had aired.
THE WORK:
BRAND MANIFESTO
An empowering statement Luna shared on their website and social channels introducing the campaign, voice and cleaner design sensibility.
DEBUNKING THE DIET WEB SERIES
A six-part educational series, hosted by comedian/podcaster Erin Gibson, that shed light on myths and misconceptions about nutrition.
#FEEDYOURSTRENGTH TWITTER CAMPAIGN
Luna partnered with the Nike Women’s Marathon in a Twitter campaign where runners tweeted inspiring words that would feed their strength during the run.
FEED YOUR STRENGTH…AT WORK FACEBOOK CONTEST
A Facebook contest where participants could win a Luna Bar vending machine and sessions with a nutrition coach for their entire office.
