HOW A PHOTOSHOOT IN SUNNY SOCAL BROUGHT THIS WELLNESS-CENTERED REBRAND TO LIFE
How do you rebrand in the health and wellness social space? By creating a full-on social campaign launched from the natural paradise of Southern California. A robust photo shoot showcased the radiant sunshine and highlighted products paired with local produce symbolizing wellness in every form. Sizzle reels of vibrant, eye-catching videos linked to mouth-watering recipes set the stage for social success.
THE SITUATION
SOCIAL REBRAND
Pathfinders’ longtime partner Nutrilite™, the world’s #1 selling vitamin and dietary supplement brand, tasked our team with a full social media rebrand. Their focus was to drive awareness, consideration, and product education, particularly with the company’s direct sellers. Using Nutrilite’s vibrant new branding as a starting point, we looked for a way to bring the farm-to-supplement story to life while keeping things social-friendly.
THE SOLUTION
CALLING THE SHOTS
Channeling the energy of Nutrilite’s organic, plant-based supplements, we proposed a photo shoot in the holistic wellness capital of the US: Southern California. With only six weeks to set our plans in motion, we developed a bold social strategy encompassing 8 shoot locations and over 30 specific post concepts, including custom recipes developed and tested in-house. Our team stayed on schedule and on budget while executing a campaign grander than anything Nutrilite had ever seen or done.
THE RESULTS
750+
assets created over four days
365k
impressions received
27k
engagements across 10 assets posted
The success:
Top-performing posts exceeded our target engagement rate by 78%
Over the course of four dedicated shoot days, our team produced nearly 800 photo and video assets. This content made a splash on Instagram. After incorporating these assets into three monthly calendars, 4 of our 5 top-performing posts were shot in California — including a top-performing post with a 4.77% engagement rate. With the growth of dedicated followers, Nutrilite continues to team up with Pathfinders to engage its audiences with a fresh perspective.
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