LET YOUR LIGHT SHINE
LET YOUR LIGHT SHINE
Our objective was to devise a broad-reaching seasonal story that brought this campaign to life with strategic 360 execution while honoring the essence of the overarching brand. Their uplifting campaign narrative was largely inspired by the featured flavors: Golden Pineapple, Mystic Mango, Guava Goddess, Watermelon Wonder and limited-edition Unity, which were each uniquely personified across various campaign assets to emphasize the transformative power of super-charging your health. The impact of our efforts saw tremendous success with the product line experiencing a 27.5% increase YOY and our viral #UnitedWeDance challenge (the company's first foray into TikTok), receiving press and buzz in various media outlets for generating 3 BILLION in engagement.
This sunny anthemic summer campaign highlights the bright, tropical flavors of GT's SYNERGY Kombucha and delivers our Key Messaging: true health is a light that lives within and manifests for all to see when you nourish yourself with good choices.
By strategically harnessing the power of TikTok trends and social media behavior, the LET YOUR LIGHT SHINE campaign was designed to dominate the digital space. To amplify its impact, we introduced the second-tier #UNITEDWEDANCE social campaign, which quickly resonated with audiences, resulting in over 3 billion views on TikTok. The campaign creatively fused the joy of dance, personal transformation, and vibrant music with high-energy transitions, connecting with users on an emotional level. This seamless blend of uplifting content aligned with the overall mission of the campaign and strengthened brand engagement across multiple platforms.
