2. The problem
The task
Ensure has a strong heritage, but is
associated with the sick and elderly.
Change the perception and create an
identity for the brand in the digital
space.
3. target consumer
*Based off of Simmons OneView study conducted using Ensure v. Competitors
The Ensure drinker is aware of their health and is working on making changes.
They are adventurous, influential, and always striving for their potential. They
are information seekers, especially about their health, and looking and feeling
younger is important to them.
4. personas
• Likely to try new recipes, drinks, and things in general that are spontaneous.
• Tries the newest diets and exercise programs.
• Feels that nutrition and exercise should be fulfilling and exciting.
• As soon as they find an authentic solution to their goals, they will willingly share them with their friends and
Facebook trends.
• Has been through a lot physically, but they know how to overcome illness and stay active.
• Takes preventative medication and goes to the doctor for regular checkups.
• Like to know about all aspects of their health and gather health information from many different websites.
• Make sure to exercise regularly and pay attention to what they eat.
• Main goal in life is to rise to the top of their career and stay relevant.
• Believe they have to be healthy in mind, body and spirit-with a particular focus on body.
• Try to exercise regularly and eat a balanced diet.
• Often don't have the motivation to cook a healthy meal or exercise.
• Need motivation to stay on track
Adventurous Influencer
inspirational recoverer
stress relief seeker
5. digital habits
33%
44%
Boomers represent1/3 of all social media users.
1/3 of Boomers are purchasing and enjoying
advancements in technology, using smartphones
more heavily, and participating in social media.
of Boomer are considered heavy Internet users
of Facebook users are over
45-years-old.
*Nielsen, 2014
6. digital habits
66%
76%
24% use their tablet
90% visit websites on mobile
65% download an app
use their smartphones each week
use their PC at home and/or work
*Based off of Simmons OneView study conducted using Ensure v. Competitors
8. insight
• Boomers consider exercise boring and
routine.
• As people age they become less
motivated to workout for enjoyment.
• Lack of passion may cause those who are
exercising for health benefits to stop.
• 'Mental toughness,' 'activity for adventure
and challenge,' and 'fun and friends,'
decline as age increases
* Mintel, 2013
* Advocate Health Care, 2014
Boomers are bored
when they exercise
and think about
health.
11. Website
• Simple UX
• Take Home Chef
• Shake Up Your Kitchen
• Chalene Johnson
• Social Stream
12. Take Home Chef with Curtis Stone• Revival of TLC show
• Chef Curtis Stone finds people in grocery stores and goes to their home to help them
prepare a healthy gourmet meal
• Webisodes on website and Youtube
• Exclusive recipes available on Enure website only.
13. work out with chalene johnson
• Current BeachBody fitness trainer
• Workouts offered only through Ensure app and website
14. Shake it up!
shake up your kitchen
• Users can enter in foods and Ensure will offer healthier alternatives.
17. exclusive
workouts
• Great workouts designed to be
fun and exciting with trainer
Chalene Johnson
• Links to music, Airplay
compatible, and step-by-step
instruction.
full body
upper
body
lower
body
core
lower burn
core cardio body blasteryoga burn
ab blast body sculpt
yoga mat
Pilates stretch
let’s go
18. fitness
buddy
• Sync with phone's GPS to find
people in your area who also
need workout partners.
• Makes groups of 3 or more by
common interest.
search by activity
Within 25 miles of you
Ensure Running
Group.
4PM Walden Park
Join
details
share
19. keep it moving
• Sync with Spotify, Pandora,
iHeart Radio, or your own playlist
• Works alone or with app
workout feature.
• If you stop moving, your music
stops playing.
KEEP MOVING TO KEEP
YOUR MUSIC PLAYING
LET’S GO!
sync your music:
20. shake it up
• Shake your phone to get
coupons from Livingsocial
• Get great deals and do a new
activity.
Featured Deal
Museum of Modern Art
New York City
Entry into the museum for two people
$60 $30
Brought to you by Living Social
What are you going
to do today?
shake to find out.
21. social
• Twitter and Facebook
• Promoted ads targeted by
demographics, interests, and keywords
• Links to website content (Take Home
Chef webisodes, Ensurspiration Station)
71% of Boomers use social media site
daily
Boomers are active on social
media sites
22. search
• Paid: Buying keywords (Health, fitness,
protein, Ensure, etc.)
• SEO
• Google AdWords
Search is the top online information-
gathering resource for boomers, driving
a variety of actions. 90% of online
experiences begin with a search engine.
23. display ads & native
Display
• Banner ads on websites
• Example: News, weather, fitness/ health,
travel, entertainment, shopping, education,
food, print magazines, home and garden.
• Use Google AdWords
Native:
• Use Boomer targeted blogs
• Buy specifc number of sponsored posts per
month. Blogger writes content.
eaddexcitement
ethe
ordinary
difference
and
that littleis extra
between
extraordinary
24. youtube
• Our own created content (i.e. Take Home Chef
webisodes)
• Pre-Roll and Mid-Roll ads
ethe
ordinary
difference
and
that littleis extra
between
extraordinary
eaddexcitement
25. EMAIL
• Sign up for newsletter on website
• Features new content, fitness tips, and
short testimonals
• 9 out of 10 Americans use email every
day, whether on mobile or computer.
• Email is the second-most-popular
online activity in the United States.
* Gigacom Research Study, 2014
26. referral
• Referral on homepage of website
• Links to social networks
• If friends download the app through your link, you get
a coupon for Ensure
• 92% of respondents trusted referrals.
• 65% of new business comes from referrals.
•People are 4x more likely to buy when referred by a
friend.
* New York Times, 2014
* Nielsen, 2014
You referred us,
we reward you.
get a free 6-pack of your choice
of ensure.
get reward
27. guerilla
• Ensurspiration Station: An interactive "food truck"
that travels to various cancer, Alzheimers, American
Heart Association, and COPD walks across the country.
• People can tweet or message via Facebook
encouraging tweets with the #ensurspiration.
• Messages display on screens on the truck, on Ensure
social media pages, and live social stream.
• Photobooth inside. Pictures can be linked to users'
social media and displayed on screens.
• Truck can be tracked on it's journey on Ensure website
• Pass out free Ensure
