Atkins
Atkins Encourages Small Wins in a Post Pandemic World
Situation Analysis
As a result of the pandemic, the past two years have been tough, particularly on people’s mental and physical health. The American Psychological Association's annual "Stress In America" report found that 61 percent of Americans said they had experienced an undesired weight change since the start of the pandemic, with the average gain being 29 pounds. These changes caused reflection amongst consumers and sparked a plan of action to make grander positive lifestyle changes.
Beyond this, the pandemic proved that a healthy lifestyle is no longer a singular variable (waistline measurements or how much you weigh). What people really care about now is being healthy holistically–mentally, physically and emotionally. And to get there, people typically take small steps for big gains.
Objectives
Atkins wanted to leverage the re-emergence of consumers in a post-pandemic world to demonstrate how they can continue to lead healthy and balanced lives, without sacrificing flavor or fun. We set out to showcase that the Atkins lifestyle is not a one-size-fits-all approach and can be tailored to fit anyone’s preferences, lifestyle choices and health priorities.
The program aimed to celebrate the small steps and choices consumers are making day-in and day-out to improve overall health and wellness outcomes through small victories, small changes and #AtkinsSmallWins.
Small Wins provided a series of attainable goals for anyone seeking a better, balanced lifestyle by acknowledging every healthier step or simple swap.
• You drank 64 oz. of water today? WIN!
• You went for a walk? WIN!
• You did your full skincare routine (or, er, put on lotion)? WIN!
• You put on real pants for 10 hours this week! BIG WIN!
• You ate mashed cauliflower instead of mashed potatoes! INCREDIBLE!
To celebrate and encourage these small victories, Atkins launched a 5-week program featuring content and tips from five experts across nutrition, mental health, finance, fitness, and home & organization verticals AND secured an exclusive partnership with Rob Lowe as the program’s chief spokesperson. Other influencers included Amber Riley, Kristin Kirkpatrick, and more.
Effectiveness & Results
Rob Lowe was featured on multiple top-tier media outlets where he described how following the Atkins lifestyle has allowed him to maintain his weight and his energy levels. Coverage ensued across national and syndicated broadcast segments and online news outlets such as Rachael Ray, Entertainment Tonight, The Manual, People, Yahoo!, Good Day LA, Yahoo! Entertainment and MSN totaling more than 1B+ media impressions. Meanwhile, the influencer program drove a total of 154K engagements with a total of 329K impressions and a potential reach of 8.9MM.
Project Visuals
