Watch the viral video!
The brief
As one of the world’s top health supplement brand, GNC has barriers promoting in China since the mature market is more prone to local brands, and the young consumers do not have the habit of consuming health supplements.

The solution

By positioning GNC’s weight-management product “Slimvance” as our hero product for market penetration; we leveraged the youth cultures of hip-hop and street dance to create our creative communication assets and implanted product and brand messages within the MV.

The execution

In collaboration with China’s top dancing studio Caster and young rapper MC Han, we created a “Lose your calories” MV. We then leveraged China’s top sports APP, music APP, and street dance community to promote the idea and drove sales to e-commerce.