Brand825 - Energy/Nutrition Products & Services Marketing Campaign of the Year

Company: Brand825, Brentwood, TN
Company Description: Brand825 is a WBENC-certified, full-service marketing and creative agency that is passionate about building engaging, inspiring and successful brands. Based in Nashville, TN, we work with clients nationwide to define what makes their companies unique. Then, we craft brand stories that deliver results through modern creative and engaging content marketing.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Marketing Campaign of the Year - Energy/Nutrition Products & Services

Nomination Title: Brand 825: "I Am Manduu"

Specify the date on which this campaign or program was launched: January 1, 2020.

We began talking to a handful of Manduu clients to form the aesthetic and create the tone we wanted. After listening to several unique and inspiring stories, a common theme emerged. With the help of Manduu’s EMS training, each client overcame astonishing obstacles and physical challenges to live their lives in a way they couldn’t before training with Manduu.

It occurred to us that these people aren’t just Manduu clients, they are Manduu – living and breathing embodiments of what Manduu strives to represent. These clients had the strength, perseverance and persistence needed to make positive changes in life. It was these stories that fueled the successful “I Am Manduu” campaign. Every choice we made was driven by their stories, from the creative direction and tone of the ads to the goals we wanted to accomplish.

From a man rebuilding dexterity as he fights the ravaging effects of multiple sclerosis, to a woman who was hospitalized for weeks due to a staph infection in her spinal column, the “I Am Manduu” campaign captured the spirit and essence of real clients, demonstrating how they used Manduu’s EMS training regimen to achieve extraordinary results that could not be replicated by working out in a traditional gym.

Toward the end of 2019, our agency was asked to create a national ad campaign for Manduu, the first FDA-approved electrical muscle stimulation (EMS) training program in the U.S. This was the first such campaign for Manduu; a national multimedia campaign that would highlight its benefits for people of all ages and fitness levels.

The biggest challenge Manduu wanted to overcome with the campaign was a lack of brand awareness. At the time, Manduu was an unfamiliar brand in the fitness world, and EMS fitness was an even more unfamiliar concept in the U.S.

We felt the best way to increase brand awareness and develop a sense of trust in the brand was to create compelling videos, engaging print ads and other colorful collateral that told the stories of actual Manduu users.

Through a variety of creative and brand elements, including videos, billboards, social media advertising and much more, the "I Am Manduu" campaign cemented Manduu's place among national boutique fitness concepts, like Orangetheory andCyclebar.

Here are some key highlights from the campaign:

-Over 5 million impressions from the videos.
-Over 3.1 million impressions garnered from social media advertising.
-In 2020, video interaction was the third biggest event on Manduu’s website.
-The campaign wona Silver Telly award in 2020, honoring excellence in video and television across all screens. https://www.tellyawards.com/winners/2020/branded-content/campaign-campaign-business-to-consumer/i-am-manduu/230708/

Supporting materials include:

-A Powerpoint deck displaying the creative elements and key highlights from the campaign.
-A page from Manduu's website containing all of the campaign's videos.
-Embeds of two specific videos that tell amazing stories.
-Link to our Silver Telly Award page.