The Challenge
South Africa is one of the unhealthiest countries in the world. How do we position Biogen as the number one health and wellness brand in S.A?
The Approach
It's commonplace for brands to work with influencers to amplify a campaign. The reality is that these human media channels are paid guns-for-hire and consumers are more sceptical than ever with regards to the authenticity of their inclusion in branded content.
We adopted the antithesis of an influencer campaign. We commissioned an unfluencer- James 'Hobbo' Hobson. He'd never run a 5km race and similarly had never even posted...