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\nWe ontwikkelden een campagne die voelde als een persoonlijke reis, gebaseerd op de ‘Hero’s Journey’. Olympische helden zoals Lieke Klaver en Ranomi Kromowidjojo vertelden openhartig over hun eigen groeipaden, met vallen en opstaan. Die verhalen vormden het hart van de campagne.
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Level Up - A Hero’s Journey
Danone HiPRO is ontwikkeld voor alle Nederlanders die sporten en bezig zijn hun eigen doel te bereiken, hoe groot of klein die ook zijn. Deze ‘pro-amateurs’ sporters kunnen wel een duwtje in de rug gebruiken. Proteïne draagt namelijk bij aan de groei en instandhouding van de spiermassa. En dat met een lekker smaakje!
de uitdaging
Leuk zo’n nieuw proteïnemerk in de schappen van de supermarkt, maar hoe verkoop je dat in een markt waar proteïneshakes en -repen eigenlijk alleen maar te koop zijn in speciaalzaken? Danone wilde met HiPRO niet alleen de die-hard sporter aanspreken, maar écht iets toevoegen voor alle sporters en actieve mensen.
Danone doet haar doelgroep daarom een krachtige belofte: HiPRO helpt je groeien; fysiek én mentaal. Om dat te waar te maken, was meer nodig dan een standaard reclamecampagne. We wilden een merk bouwen dat mensen raakt en inspireert.
Bouwen aan een merk dat beweegt, letterlijk.
Het resultaat
Engagement
32 Miljoen impressies en ruim 11.000 interacties.
Groei
Van 0 naar 1 meter schapruimte bij Albert Heijn.
Nummer 1
HiPRO Strawberry Rasp werd het bestverkopende product in sportproteïne.
Marktaandeel
30% marktaandeel in 1 jaar.
De aanpak
We ontwikkelden een campagne die voelde als een persoonlijke reis, gebaseerd op de ‘Hero’s Journey’. Olympische helden zoals Lieke Klaver en Ranomi Kromowidjojo vertelden openhartig over hun eigen groeipaden, met vallen en opstaan. Die verhalen vormden het hart van de campagne.
Van inspirerende content en gratis clinics tot challenges en een digitale Victory Lens: alles was erop gericht om de community te activeren, samen te groeien en successen te vieren.
Hier zijn we trots op
HiPRO is niet groot geworden door bombastische tv-commercials of megabudgetten. Juist door klein te beginnen, met geloofwaardige gezichten, oprechte verhalen en community-first content, creëerden we maximale impact met minimale middelen.
We bouwden een merk dat niet schreeuwt, maar spreekt. Dat niet zendt, maar verbindt. En dat nu, nog geen jaar na de lancering, een vaste plek heeft veroverd in het schap én in de sporttas van duizenden fans.
Echte sporters, echte verhalen. Dáár zit kracht.
Ook behoefte aan een social strategie?
