Healthline + Enfamil
THE CAUSE: Despite heaps of science and endless myth debunking, formula feeding remains a divisive topic to this day. Emboldened to subvert this narrative, Enfamil set out to drive trial and loyalty for their portfolio of infant nutrition products by filtering out the skepticism. To do so, the client solicited a partner with built-in credibility and reach with whom they could shift the discourse through a campaign grounded in truth and positivity.
THE EFFECT: Healthline – a fast-growing health and wellness brand – returned to the table with a formula to fulfill the client’s thirst for change. Leveraging a staff of 100 medical professionals, the publisher would create and host custom video and digital editorial content - informed by Enfamil’s beneficial ingredients and dietary selection – with the backing of accredited experts. Then, to turn talk into action, a co-branded social sweeps engaging an 81MM+ audience would incentivize product trial and future client loyalists. Bottled with Healthline’s signature blend of substance & self-ownership, this proposal detailed the proprietary recipe for turning anxiety into empowerment.
THE EFFECT: Healthline – a fast-growing health and wellness brand – returned to the table with a formula to fulfill the client’s thirst for change. Leveraging a staff of 100 medical professionals, the publisher would create and host custom video and digital editorial content - informed by Enfamil’s beneficial ingredients and dietary selection – with the backing of accredited experts. Then, to turn talk into action, a co-branded social sweeps engaging an 81MM+ audience would incentivize product trial and future client loyalists. Bottled with Healthline’s signature blend of substance & self-ownership, this proposal detailed the proprietary recipe for turning anxiety into empowerment.