The goal for GAIA was to design and implement an overall digital strategy to aid in taking the brand to a whole other league. Exclusive campaigns such as GOOD HEALTH IS … and YOU FEEL YOUNG WHEN … were built in order to associate good health with Gaia in a soft sell strategy. Phygital activations – social events that create digital amplification – were the Freedom Jump and the Gaia Marathon. Other mini-campaigns such as Top 10 foods to avoid and Infographics were launched specifically for the brand. The idea was to generate lots of shareable content that looks appealing and is useful. For some aspects of the brand – such as the Trail Mix – the communication was more niche with moving pictures and a sporty look and feel. We used events such as #WorldVeganMonth to build brand equity for the “feel younger live longer” brand essence. The campaign is evolving as we speak.