Detocell Academy

Tasks

Image objective – development of a unique campaign concept, both in visual terms and with selection of campaign tools.

Quantitative objective – to support product sales in traditional commerce.

Campaign concept and KeyVisual

The idea behind the campaign was to create an educational programme, raising awareness of cellulitis as something not to be ashamed of – 85% of ladies experience it.  It may be rid of thanks to a systematic combination of a few factors: a balanced diet, trainings recommended by Ewa Chodakowska and with the support of a diet supplement accelerating this process. The agency prepared a social media presence strategy, implemented a website and a mobile application with diagnostic functionalities and diet selection according to the lifestyle and cellulitis levels, and prepared a cycle of events.

The campaign

The campaign resulted in ladies from all over Poland participating in cellulitis level diagnoses. The diagnosis could be provided virtually (using the application) or physically (during events taking place throughout Poland, using specialised devices, so-called thermographs). The digital campaign run in social media and among bloggers intended mainly to provide information about these options.

The application

It provided functionalities enabling remote diagnosis of cellulitis levels. The user uploaded photographs, described symptoms and habits, and a Detocell Academy doctor provided a diagnosis on this basis. As a result of the diagnosis, the user received a comprehensive “Fight Cellulitis” programme – a diet with a daily shopping list and recipes, advice from a dietician and a cosmetologist, motivational and training hints from Ewa Chodakowska.

Results

The campaign was nominated to the Złote Spinacze award.
Over 100.000 fans from the target group in a year.
5.800 application users.
Over 3 mln views of trainings by Ewa Chodakowska, created specially for purposes of Detocell Academy.