Herbalife: Social Content
Brand relaunch through social content creative
The situation:
Lippe Taylor was challenged to turn Herbalife (traditional marketing) into a leading wellness brand on social media. Herbalife recognized the need for higher impact, on-brand social content creation to reach their diverse audiences across channels, including consumers and distributors. Due to negative sentiment and press surrounding the brand, Lippe Taylor needed to work quickly to overhaul the brand’s online presence and flood social channels with positive content. This resulted in an overhaul of Herbalife’s creative strategy for social media, both by creating new assets and leveraging and refining current assets to feel fresh and new and, most importantly, ensuring each post resonated with critical audiences.
The idea and execution:
To set the brand up for long-term success and improve the content creation process, we created templated designs and cohesive templates for a variety of evergreen content types from quote cards to recipe cards, as well as a complete playbook of style templates, do’s, and don’ts, and social tone of voice that could be utilized for all content.
Understanding most of the audience was on YouTube and YouTube powers search results, we analyzed thumbnail images, transcripts, and titles for thousands of videos to detect common elements using machine learning. We correlated those elements to historic engagement metrics to create a high-yield content strategy. This resulted in our strategy meeting consumer expectations for content, understanding that social content needs to provide real value, such as education, entertainment, or inspiration.
The results:
The content generated over one million engagements during content production. The content we created using these new templates garnered an average engagement rate over 13x higher than the category average.
Our strategy, insights, and reporting also inspired the brand to shift its channel strategy, helping them achieve greater relevance with their target audience.
