4/20 Wake & Take Kit
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4/20 Wake & Take Kit ↓ ↓ ↓
Vital Proteins collagen peptides is most effective when you take 4 tablespoons or 20 grams daily. Coincidentally, there is an entire holiday dedicated to 4/20. Which, we presume, is very innocently a holiday dedicated to reminding folks how much collagen they should be taking. Another fun fact: collagen is most frequently taken in the morning in your favorite morning coffee, tea, or smoothie. Enter The Wake and Take Kit. A bundle we launched on 4/20 designed specifically to help you wake and take your collagen every morning.
Produced & created internally. April 2024.
With a very limited budget, our internal production and social team rallied to pull together resources to execute and launch the kit in less than 3 weeks. Our CRM and PR counterparts were so excited by what they saw take shape, that they also threw in resources to get the kit listed on our website alongside a promo for our Daily Greens resulting in a bump in sales.
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Through in-feed posts, influencer partnerships, and a little home-grown PR across publications, we sold out within hours.
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The project at a glance → → →
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Developed the idea of creating a kit to keep your joints from getting too tight by leveraging tongue-in-cheek messaging about taking 4 tbs or 20g of collagen every morning. In other words, a kit to help you Wake & Take.
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Sourced, designed, and assembled each kit listed on DTC as well as sent to influencers and our audience.
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Filmed and animated bespoke reels and in-feed assets to let the world know about our Wake and Take kits. All design, animation, photography, videography, and editing was done internally.
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Identified the insight of the overlap between the 4/20 holiday and our key messaging of reminding people that 20g (or 4tbsp) is the most efficacious dose for taking collagen daily.