Case Study:

Anastasia Ashley and Inergetics

Who:

Publicly traded Pharmaceutical company, Inergetics undertook a national search for a spokesperson that connected with their core consumer women 20-45 years old, understood what it meant to be “bikini ready” and had an authentic life experience about weight gain and loss.

Challenges:

Inergetics’ marketing team undertook an exhaustive search for their spokesperson across multiple platforms including: sports, entertainment, lifestyle experts, fitness stars, etc.

Goal:

To find a celebrity that was not only relevant but also had a strong social media platform and some significant opportunities ahead of them for the Bikini-Ready brand could leverage in PR, advertising and marketing.

Decision:

Inergetics contacted Sports Speakers Bureau, a division of CTMG to assist in a national search to help them book or hire a spokesperson that stood out in a very cluttered market-place of supplements, weight-loss and health maintenance.

Process:

A senior management staff was assembled to spearhead the search for Inergetic’s Bikini-Ready spokesperson for 2013/2014. The team built the following strategy plan:

  • Create an exhaustive search of Bikini-Ready’s top 5 competitors, query if they have spokespeople and who are they, what was the activation with the spokesperson?
  • Devise an activation for Bikini-Ready’s spokesperson including: retail and on-line distribution, PR strategies, marketing and advertising plans, social media requirements, etc.
  • Assess what reality TV stars, fitness experts, athletes and random highly visible women 25-32 years old would be a good fit. Sports Speakers Bureau submitted a list of its top 5 suggestions. After considerable vetting and investigation of all 5, Inergetics decided on surf star, Anastasia Ashley.
  • Anastasia was hired to be the Bikini-Ready spokesperson for many reasons including:
    • Lived the lifestyle that the brand team wanted to portray.
    • Anastasia has very strong social media numbers plus several YouTube videos with over 5 million views.
    • Anastasia produced several fitness videos that she posted on-line garnering hundreds of thousands of views.
    • Anastasia had experienced periods of weight-loss and utilized many products on the market with varying levels of success.
    • Anastasia was picked as one of the 2014 Sports Illustrated Swimsuit models giving Bikini-Ready one of the largest international platforms to show how well the product worked for Anastasia.
    • Anastasia has an inspirational story that she is very comfortable sharing with women about overcoming obstacles and working hard which fit into the brand identification.
    • Anastasia would have the Bikini-Ready logo on her surf board in all competitions and photo shoots.
  • Sports Speakers Bureau negotiated Anastasia’s deal coming in within budget.

The one year relationship resulted in increased retail and on-line distribution, achieving sales above projections and PR placements in media/magazines such as OK! Touch, Life & Style, and Fox.