Detocell Academy

Tags: Brand identity, Brand KeyVisual, Brand strategy, Branding, Creative campaign, Website

Design team: Adam Michańków (Head of Strategy)

Tasks

Image objective – develop a unique campaign concept both visually and in terms of the selection of campaign tools
Quantitative objective – support sales of products in traditional trade.

Campaign Concept and KeyVisual

The idea for the campaign was to create an educational program aimed at raising awareness that cellulite is nothing to be ashamed of – 85% of women have it. You can get rid of it by consistently combining several factors: a balanced diet, training, which Ewa Chodakowska recommends, and the support of a dietary supplement that accelerates this process. The agency prepared a strategy for presence in social media, implemented a website and mobile application with diagnostic functionalities and the selection of diets for lifestyle and cellulite level, and prepared a series of events.

Key visual dla marki suplementów diety - Detocell Academy

Projekt materiałów wizualnych dla marki suplementów diety - rollup Detocell Academy

Branding na opakowaniach - Detocell Academy

The course of the campaign

As a result of the campaign, girls from all over Poland took part in cellulite level diagnoses. Diagnosis was possible in virtual form (thanks to the application) or in real life (during events conducted throughout Poland using specialist devices, so-called thermographs). The digital campaign conducted in social media and among bloggers was primarily aimed at informing about such a possibility.

App

It had functionalities enabling remote diagnosis of cellulite levels. The user would “upload” photos, describe symptoms and habits, and the Detocell Academy doctor would make a diagnosis based on that. As a result of the diagnosis, the user would receive a comprehensive “anti-cellulite” program – a diet with a daily shopping list and recipes, advice from a dietician and cosmetologist, motivational and training tips from Ewa Chodakowska.

Projekt aplikacji i www dla marki suplementów diety - Detocell Academy

Projekt strony głównej - Detocell Academy

Results

The campaign was nominated for the Złote Spinacze Award.
Over 100,000 fans from the target group in a year.
5,800 app users.
Over 3 million views of Ewa Chodakowska’s workouts created specifically for the Detocell Academy.

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