Kunai Protein Bar (Australia)

I received a message from Max, the founder of Kunai Protein Bars in Australia. His partner and fitness influencer, Jackson, was in Singapore, and Max wanted to film him in action for the official launch of his protein bars the next day. The original plan was to create a 30-50 second high-energy promotional video showing Jackson working out.

However, I suggested a different approach. Instead of just focusing on a workout, I thought it might be better to have Jackson share his personal journey as a fitness and nutritional coach. With Jackson’s large social media following, this approach would allow his community to connect with him on a deeper level, while also promoting Max's protein bars and building trust between Jackson, Max, and the product.

When launching a new product, I believe that the traditional promotional methods aren't as effective as they used to be. With so many brands launching products every day, it’s harder to stand out. A video that looks like all the others might get lost in the sea of content. Instead, by tapping into Jackson's followers and his personal story, we could reach the audience in a more authentic way. The right strategies and ideas behind your video are key to connecting with your audience.

People resonate with stories. People buy from those they trust. People remember stories more than numbers and stats.

By letting Jackson share his own story and motivation, we could even create a series of videos featuring his journey and showcasing Max's protein bars. As service providers, our goal is to add value to our customers’ lives, and by highlighting Jackson’s journey, it shows how generous and inspiring the brand founders are.

It’s all about the human connection.