Watch the viral video!
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.
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.
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.