Benecol wished to embrace the concept of “living well” - in other words, the fact that every human being would love to be able to experience a healthy, happy life and enjoy it fully. Setting this desire to the centre of the campaign, the core ideas for its implementation were of a considerably wide range: from nutritional tips -such as the nutritional value of beets- and ways to incorporate exercise in our workday -like taking the stairs in lieu of the elevator- to tips on elevating people’s spirits and reducing stress (such as singing, dancing and laughing).
The campaign sought to engage users on everything that the concept of “living well” represents both in emotional and rational level, by encouraging them to share their own “living well” tips and experiences - while, at the same time, wished to link them with the brand and the values through which it defines its identity.
“Apolamvano ti zoi” (“I enjoy life”) campaign was warmly welcomed by users, as it managed to elicit their participation by interacting with them in a daily basis, while accomplishing to make them create some unique content about the idea of healthy living.
More specifically, both through its Facebook page and an application especially made for the activation, Benecol urged people to share their thoughts and experiences about healthy living while it also encouraged them to use the application in order to upload their own tips on how we can enjoy life to the fullest.
increase in May 2014
Engagement rate for the campaign
months - May & June 2014
Ideas uploaded in 31 days
New page likes
Comments on posts
UGC of tips and experiences shared on how to Enjoy Life