Strategy + vision
Campaign
Video
Social
POS
GNC
GNC was facing sustained sales decline and growing competition from Amazon and Whole Foods. Their audience had narrowed to bodybuilders. They needed to expand their appeal. Our solution repositioned the brand around human connection: Just ask. We make it simple. The campaign featured store associates sharing their own health journeys, framing them as approachable experts who could help customers find what actually worked for them.
Agency: Bullish.co
Creative Partners: Cindy Kridle, Zebra NYC
website + social
We transformed the GNC site into a frictionless resource for health seekers by integrating a live chat and a community-led Q&A hub into the experience. Our social strategy worked as a direct funnel, ensuring every post bridged the gap between curiosity about health and nutrition with expert advice. This strategy boosted conversion rates by 2.8x by providing immediate, real-time guidance.
video
We humanized a typically clinical category by trading rigid, performance-driven scripts for high-energy storytelling. Across TV and social, real GNC associates shared their own health journeys—replacing dry industry tropes with honest, motivating films that brought a personal touch to the brand.
POS
In-store and external signage featured associates in their everyday healthy pursuits, grounded in common mantras and real customer FAQs. Every associate also received personalized business cards, fostering authentic, one-on-one relationships with shoppers.
