The Vitamin Shoppe Livestream Event
To celebrate Earth Week and promote its new plnt® line of plant-based supplements, TVS hosted a week of Livestream events on a custom microsite. This series highlighted easy ways to adopt a more plant-based lifestyle and answered audience questions and concerns in real time.
The client brief contained themed recipes highlighting specific supplements – for example, Immunity boosting recipes featuring turmeric or black sesame oil. What was needed, however, was the unifying idea to bring the program together and uncover a compelling answer to the prospective consumer’s question: “What’s in it for me?”
I presented a range of concepts that emphasized in varying degrees, the elements of Earth Day/Sustainability, Plant-based eating, and the Livestream nature of the event itself. The program theme we moved forward with took a self-aware look at its place amongst dietary trends in a social-media-driven world:
Spark:
Even the youngest of plnt® shoppers have been thoroughly over-exposed to the cycle of trends, fads, hearsay, and misinformation on diet, nutrition, and wellness.
Idea:
No Hype, no shouting, no trends. We empathize with the plnt® shopper because we all share the understanding that the journey for personal wellness is lifelong, and good habits are only as good as they stay with us.
This series of Livestream events welcome all who are curious as to how plant-based nutrition benefits each of us in our health journey – and reminds us that when we enjoy it – living better needn’t be a struggle.
Relief from the Hype.
How it works:
Positioned as a “safe space,” free of hype and marketing noise, all communications work toward discovery and regimen-building, matching plnt® products with attendees’ needs and lifestyles.
Sales-driving messaging re-affirms “Nutrition never a ‘chore’ when it becomes a part of your day that you love.”
Set, wardrobe, and product staging:
Product staging area is a minimalistic, premium vignette of each Livestream’s featured products with complimentary colors and materials.
The Vitamin Shoppe launched an updated key visual and a softened color palette:
User flow:
Pre-campaign awareness via email and paid media (TikTok, Instagram, Facebook) both days before the events and the day of through agency partner (Adlucent) and TVS. Sweepstakes were leveraged throughout.
Guests were directed to our custom-designed, mobile-priority microsite where they could view themes and featured products for each day including:
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- The benefits of a plant-based lifestyle—for our bodies and our planet
- Expert tips for transitioning to a plant-based diet
- Quick and easy plant-based recipes that support immune health
- Plant-based smoothies to boost your mood and energy
Live Interaction
Our Livestream host, Rebekah, is a registered dietician working with The Vitamin Shoppe and well-versed in the details of the plnt line of products and macro trends in the Health and Wellness category.
While we supplied the scripts aligning with the “Remedy for Hype” concept, there was plenty of opportunity to collaborate in rehearsal sessions and strengthen the talking points based on conversations TVS RDNs are having with actual clients daily. The result was a seamless union of the program theme and real-time Q&A with the audience.
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- The microsite event pages allowed guests to ask their questions which the host answered in real time
- Products featured in each broadcast were shoppable on each day’s microsite page – linking to TVS’s site
Each event had recipe cards for the featured demos so guests could follow along, download, and share.
Production Notes:
Luckily, our host was completely at ease with the one-hour live event formats! We began each day at the time that worked best for Eastern, Central, and Pacific time zones and planned for scripted topics to repeat 2-3 times within the hour, allowing for guests to join at their own pace, with audience questions driving the content topics in-between product demos.
My style as Creative Director on the day of a shoot is very hands-on. It’s typical for me to stage the product vignettes, fine-tune lighting and lensing, and keep the studio environment upbeat and focused doing our best work. It’s a thrill for me to be on the headset, calling the various camera shots and trying to get some expressive videography – all while anticipating the host’s verbal cues so we’re cutting between cameras in (mostly!) perfect sync.
