With the aim of furthering the penetration of the range in the strategic target audience, we designed a national activation tour in partnership with Street Workout, the project that brings outdoor musical fitness to Italian cities.
The tour engaged thousands of non-competitive fitness enthusiasts, matching workout time with product consumption and positioning Special K bars as the perfect ally before and after physical activity. The activation reached 60 Italian cities with over 15,000 total registrations and 120,000 bars distributed.
We created the creative social content to engage the target audience for the most strategical tour stops.
For the Milan and Rome stops, we activated two fitness influencers in line with the ToV and target audience: Unastellaincucina and Shaila Gatta, who participated in the event by inviting their community and creating ad hoc content on their profiles.
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