The Unfluencer | TV + YouTube

Influencer culture has reached what seems like peak ‘omg you guys’, with every creator, paid or not, promoting the latest product you ‘just have GOT to get.’ With the escalation of TikTok made me buy it comes a natural backlash. Enter: de-influencing.

Dispelling myths and condemning consumerism, this social media trend started in the beauty space but has since crept in to every consumer category one could talk about–from baby strollers to gaming setups. We saw an opportunity to earnestly venture in to this cultural conversation as a brand who doesn’t live by hard and fast weight loss rules and demonstrate that we never really tried to influence anyone in the first place.

Leaning in to learnings from the success of past scripted YT spots, we created a video series that breaks the wall (and so called perceptions about weight loss) to create our own de-influencing videos, starring wannabe influencers who’ve had enough of the BS. Turns out they performed so well (5x baseline!) that we decided to push them onto the big box at home. On TV, our comedic spots performed just as well as our established creative.

Unfluencer: Fitness | YT + TV

Unfluencer: Food | YT + TV

Aaaaand just for fun I’d like to shout out the amazing production design team that built us a manual fad-food conveyor belt, complete with a man turning a crank on one end and someone catching plates on the other, solely because * we had a dream * (and a tight budget)