A comprehensive content campaign for the European Whey Processors Association (EWPA) gave whey protein a strong European voice – powered by an effective blend of creative content, social media, and SEO.
Whey. For Living. For Life
European Whey Processors Association
Launching a scientifically based counterweight to the many myths on the internet.
Background
Whey protein – or whey – is a natural, high-quality milk protein used in everything from infant formula to bodybuilder shakes.
However, the internet is flooded with unscientific opinions about milk and proteins, which could harm the product in the long run. To maintain its strong market position in the future, the industry organization European Whey Processors Association (EWPA) decided to launch a scientifically based counterweight to the many myths.
This became the content initiative Whey. For Living. For Life.
The Strategy
To ensure broad relevance, we developed five different personas – from the young man dreaming of bigger muscles to the older woman looking to combat the body's decline.
The message about the effects of proteins on the body can be difficult to understand. Therefore, it was important to create content at different levels of complexity so that everyone could follow along.
We built the communication on three levels. Level 1 was aimed at those who knew nothing about proteins beforehand. Level 2 was for those who understood that proteins are important but wanted deeper knowledge. And Level 3 focused on how whey protein is used in everyday life. This final level was particularly important to shift whey protein from the gym to the kitchen cabinets of ordinary families.
A humorous explainer made the difficult scientific facts entertaining and easy to understand.
A workout video with a surprising twist grabbed attention and showcased the benefits to a broad audience.
The Solution
As the backbone of the campaign, we created a comprehensive content hub, WheyForLiving.com. Here, we gathered all our content – from the light and entertaining to the more in-depth. A mix of videos, articles, and interactive content ensured broad relevance for the different target groups, and the hub gave our content long-lasting value.
Organic traffic to the hub was secured through a sharp SEO effort. In addition, we recruited visitors through targeted social media advertising with tailored content. An influencer campaign helped further spread the message.
Resultater
The goal was to educate about whey protein on a scientific basis. And the results were overwhelming. Our content performed impressively on social media and drove large amounts of traffic to WheyForLiving.com.
