Photo shoot brings wellness-centered rebrand to life
The situation
Pathfinders’ longtime partner Nutrilite, the world’s #1 selling vitamin and dietary supplement brand, tasked our team with a full social media rebrand. Their focus was to drive awareness, consideration, and product education, particularly with the company’s direct sellers. Using Nutrilite’s vibrant new branding as a starting point, we looked for a way to bring the farm-to-supplement story to life while keeping things social-friendly.
The solution
Channeling the energy of Nutrilite’s organic, plant-based supplements, we proposed a photo shoot in the holistic wellness capital of the US: Southern California. With only six weeks to set our plans in motion, we developed a bold social strategy encompassing 8 shoot locations and over 30 specific post concepts, including custom recipes developed and tested in-house. Our content creation team stayed on schedule and on budget, executing Nutrilite’s most ambitious campaign to date.
engagements across 10 assets
impressions received
assets created over four days
The success
Top-performing posts exceeded our target engagement rate by 78%
Over the course of four dedicated shoot days, our team produced nearly 800 photo and video assets. This content made a splash on Instagram: After incorporating these assets into 3 monthly calendars, 4 of our 5 top-performing posts were shot in California — including a top-performing post with a 4.77% engagement rate. With the growth of dedicated followers, Nutrilite continues to team up with Pathfinders to engage its audiences with a fresh perspective and strengthen community engagement.
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