.BENECOL. - ‘Yoga & Wellness Weekend - with RTE Guide’

.THE CHALLENGE.

PHD were planning a campaign for Benecol.
They wanted to create a meaningful consumer experience that they could amplify in a publishing partnership with RTE Guide. In doing so they wanted to engage, educate and convert their target market consumers on the ground, as well as RTE guide readers and social media channel followers.

.THE RESPONSE.

Headcase designed & engaged a partnership with The Elbow Rooms - one of Dublin’s largest yoga centres.The partnership centred around a Yoga & Wellness Day brought to consumers by Benecol. The day was promoted in a competition to RTE Guide readers and across social channels, as well as to the centre’s 1,000 existing members. Headcase curated & produced the event, which included Yoga & Wellness Sessions, Benecol Dietician talks, Product Sampling and Branded merchandise. A suite of Video content was used to further amplify the campaign and help reach its target goals for Benecol; engaging directly and effectively with a highly relevant & valuable audience.