GNC has little problem attracting hardcore fitness, sports, and bodybuilding audiences. However, getting the attention of everyone else can be a challenge. We created a marketing program (Who Are You?) to do just that.
We focused on a strategy of attraction by highlighting interesting, little known facts about the human body. Our plan had three sequential components: entertain, relate to product, drive to store. By creating a large library of factoids, and providing a clear path to the cart, we were able to expand a hard to reach audience for GNC and boost online conversion.