Vital Proteins x Reddit

tl;dr 

Vital Proteins ran a high-impact campaign that increased KPIs like Awareness and Intent.

With goals to build awareness and consideration for their core supplements, Vital Proteins, the collagen supplement brand, saw an intrinsic fit in Reddit. The top reason people come to Reddit is to seek information, making it the perfect place to focus on awareness and education of their collagen supplements.

In collaboration with Reddit and KarmaLab, the Vital Proteins campaign exceeded all brand metrics. Exposure drove double-digit lifts in Awareness, Favorability, and Consideration Intent. 

Vital Proteins partnered with Reddit’s KarmaLab to craft an AMA that ended up being the strongest-performing asset across all ad formats: it drove 158 questions, the majority of which were strong, on topic, and in-depth.

Vital Proteins ran a best-in-class campaign that followed all Reddit best practices, employed a number of ad types, and used extremely strong, optimized, and engaging creative.

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8X

Brand Awareness higher than norm

7.8X

Brand Favorability higher than norm

11.1X

Consideration Intent higher than norm

19.7pt

Aided Awareness lift for AMA

15.2pt

Consideration Intent lift for Megathread

Sources: 
Footnotes
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Nick Lopezzo

Sr. Director of Consumer Engagement

Vital Proteins

“We’ve been incredibly impressed with how Reddit has enabled us to grow awareness, favorability, and consideration throughout our initial activations. Reddit naturally attracts communities of like-minded individuals who engage in authentic conversations, allowing us as a brand to craft and deliver value-add content in an environment where people are already in an educational mindset.”
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Here's a fun surprise for your 30th birthday: your collagen production will now decline forever.
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Vital Proteins Explains Everything You Ever Wanted to Know About Collagen
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TL;DR: Collagen is for everybody with a body, especially those who want to take care of it. We’re here to explain why, how and lots of other science-y things – because breaking the internet is so 2014.

What we’ll cover in this thread:

  • What is Collagen?
  • But Why is Collagen Important For Me?
  • Ok. How Does it Work?
  • And What Happens When You Take Collagen?
  • The Key to Success: Consistency
  • How to Mix Vital Proteins into Your Day
  • Why We’re Not Like Other Collagens
  • Collagen on Your Terms
  • What Collagen Does Not Help With
  • Your Certificate of Collagen Comprehension

What is Collagen?

Collagen is one of the most abundant forms of protein in our bodies. In fact, it supports our bones, cartilage, ligaments, tendons, muscles, teeth, skin, hair and nails, and it is responsible for maintaining the structural integrity and longevity of our bodies. Essentially, it keeps us feeling good and doing what we love, which is always a plus.

Learn More

But Why is Collagen Important For Me?

Because aging. As we get older, our collagen production can slow down. It’s a natural fact of life, just like how daily movement is good for the body and how most avocados go bad the second you stop paying attention to them. In fact, after 30, your collagen production can start to decrease at an estimated rate of 1% per year, contributing to creaky joints, thinning hair, wrinkles and more. By the time you reach 80, your collagen production will have decreased by - *check notes*- 75 percent! That’s one senior citizen discount nobody asked for. But taking collagen supplements can help slow some of the signs of the normal aging process and support the activities that make you feel young at heart, like staring at your avocados**^.

Ok. How Does it Work?

Turns out, it all starts on the inside (and no, we’re not talking about your personality, although that’s important, too). When you consume collagen, it simulates the activity of specific cells throughout the body responsible for the production of new collagen. Think of peptides as your body’s collagen coach: They rally your cells and motivate them to amp up their own collagen production**^.

Plus, Collagen Peptides are extremely bioavailable, meaning they’re easy for your body to digest and make use of. When consumed, Collagen Peptides are absorbed into the bloodstream just 1 hour after consumption, ensuring effective delivery of essential peptides and amino acids to their site of action within the body. Yep, in the time it takes you to complete your favorite workout, you could also be taking steps to stimulate more collagen production!**^ *pause for astonished reactions*.

And What Happens When You Take Collagen Peptides?

Turns out, a lot can happen. When it comes to supporting your natural beauty AND wellness, collagen loves going the extra mile. Collagen Peptides have increasingly been known to support skin elasticity, skin hydration, healthy hair and nails, as well as healthy joints, bones, tendons and ligaments.**^ But there is one catch…

The Key to Success: Consistency

It’s true. When it comes to reaping the benefits of collagen, consistency is key. Just like that dating app match that pops up every few months to remind you they're still alive, for best results, you’ve gotta commit. But for those of you still on the fence about a LTR (long term relationship) with collagen, we’ve compiled some suggestions for how to integrate it into your life:

Ways To Incorporate Collagen Into Your Diet

Getting your daily dose of collagen doesn’t have to be another thing on your to-do list. Our Collagen Peptides are flavorless and dissolve into both hot and cold foods, making it effortless to punch up almost any meal. Think of Collagen Peptides as your protein-packed sidekick: They don’t need to be in the spotlight, but they’re there to help you reach your goals. Adding collagen to almost any meal is easy, for example:

  • Morning: Add a serving to your coffee, oatmeal, smoothies or even eggs to power up your breakfast.
  • Midday: Stir into soups to take your lunch to the next level.
  • On the go: Mix Collagen Peptides into juice or an afternoon pick-me-up.
  • Evening: Stir a serving of Collagen Peptides into creamy foods or sauces, as well as your nighttime tea.

Learn More

Why We’re Not Like Other Collagens: The Vital Difference

We’re just going to humble brag for a sec. Unlike most reality dating show contestants, we’re actually here for the right reasons. At Vital Proteins, it all comes down to our differentiators, aka The Vital Difference, which is made up of three key pillars:

  • Transparency: As a leading brand in the wellness space, we're committed to creating premium products that people can trust.
  • Quality: Each formulation is consciously developed to be efficacious, easy to use, and enjoyable to consume. We prioritize sourcing high-quality and purpose-driven ingredients, pursue social, environmental and dietary certifications, as well as execute manufacturing and testing practices.
  • Clean Labels: When you shop Vital Proteins original Collagen Peptides, you can expect that it is free from artificial flavors, colors, sweeteners and preservatives.

Plus, as of December 2022, we’re officially a B Corp™ Certified business! Snaps for a more responsible future!

How to Decide Which Type of Collagen is Right for You

At this point you may be thinking, “Jeez, ok! I’ll take some collagen. But do I have to stick with plain Collagen Peptides?” The answer, dear Redditor, is no. Think of collagen as a choose-your-own-adventure: At Vital Proteins, we have collagen products for many taste preferences and lifestyles, including those who follow a pescatarian diet, those who are always on the go, and even those special individuals who insist on drinking iced coffee year-round. Whatever you’re into, we’ve got your back (and joints, tendons, hair, nails, etc.).**^

What Collagen Does Not Help With

Existential dread. Your car’s extended warranty. A bad breakup. Your to-do list. Fixing the bangs you cut yourself. Training your dog. Remembering Leg Day. Learning a foreign language. Babysitting your kids. Keeping your plants alive. Asking your boss for a raise. Public speaking. Writing thank you notes. Baking bread. Remembering where you left your keys. Remembering to turn off your hair straightener. Remembering to schedule that doctor’s appointment. Getting your oil checked. Taxes.

Your Certificate of Collagen Comprehension

It’s been a journey, but we did it, Reddit! You read this whole thread! We thank you. Your body thanks you. And, as a token of our appreciation, please enjoy your Certificate of Collagen Comprehension (note: this certificate holds no scholastic merit or any real value, but we’re still proud of you). Looking for more? Follow us at @ vitalproteins everywhere on the internet.

**These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

^Results may vary. Refer to product labels and vitalproteins.com for more information.

TL;DR: Collagen is for everybody with a body, especially those who want to take care of it. We’re here to explain why, how and lots of other science-y things – because breaking the internet is so 2014.

What we’ll cover in this thread:

  • What is Collagen?
  • But Why is Collagen Important For Me?
  • Ok. How Does it Work?
  • And What Happens When You Take Collagen?
  • The Key to Success: Consistency
  • How to Mix Vital Proteins into Your Day
  • Why We’re Not Like Other Collagens
  • Collagen on Your Terms
  • What Collagen Does Not Help With
  • Your Certificate of Collagen Comprehension

What is Collagen?

Collagen is one of the most abundant forms of protein in our bodies. In fact, it supports our bones, cartilage, ligaments, tendons, muscles, teeth, skin, hair and nails, and it is responsible for maintaining the structural integrity and longevity of our bodies. Essentially, it keeps us feeling good and doing what we love, which is always a plus.

Learn More

But Why is Collagen Important For Me?

Because aging. As we get older, our collagen production can slow down. It’s a natural fact of life, just like how daily movement is good for the body and how most avocados go bad the second you stop paying attention to them. In fact, after 30, your collagen production can start to decrease at an estimated rate of 1% per year, contributing to creaky joints, thinning hair, wrinkles and more. By the time you reach 80, your collagen production will have decreased by - *check notes*- 75 percent! That’s one senior citizen discount nobody asked for. But taking collagen supplements can help slow some of the signs of the normal aging process and support the activities that make you feel young at heart, like staring at your avocados**^.

Ok. How Does it Work?

Turns out, it all starts on the inside (and no, we’re not talking about your personality, although that’s important, too). When you consume collagen, it simulates the activity of specific cells throughout the body responsible for the production of new collagen. Think of peptides as your body’s collagen coach: They rally your cells and motivate them to amp up their own collagen production**^.

Plus, Collagen Peptides are extremely bioavailable, meaning they’re easy for your body to digest and make use of. When consumed, Collagen Peptides are absorbed into the bloodstream just 1 hour after consumption, ensuring effective delivery of essential peptides and amino acids to their site of action within the body. Yep, in the time it takes you to complete your favorite workout, you could also be taking steps to stimulate more collagen production!**^ *pause for astonished reactions*.

And What Happens When You Take Collagen Peptides?

Turns out, a lot can happen. When it comes to supporting your natural beauty AND wellness, collagen loves going the extra mile. Collagen Peptides have increasingly been known to support skin elasticity, skin hydration, healthy hair and nails, as well as healthy joints, bones, tendons and ligaments.**^ But there is one catch…

The Key to Success: Consistency

It’s true. When it comes to reaping the benefits of collagen, consistency is key. Just like that dating app match that pops up every few months to remind you they're still alive, for best results, you’ve gotta commit. But for those of you still on the fence about a LTR (long term relationship) with collagen, we’ve compiled some suggestions for how to integrate it into your life:

Ways To Incorporate Collagen Into Your Diet

Getting your daily dose of collagen doesn’t have to be another thing on your to-do list. Our Collagen Peptides are flavorless and dissolve into both hot and cold foods, making it effortless to punch up almost any meal. Think of Collagen Peptides as your protein-packed sidekick: They don’t need to be in the spotlight, but they’re there to help you reach your goals. Adding collagen to almost any meal is easy, for example:

  • Morning: Add a serving to your coffee, oatmeal, smoothies or even eggs to power up your breakfast.
  • Midday: Stir into soups to take your lunch to the next level.
  • On the go: Mix Collagen Peptides into juice or an afternoon pick-me-up.
  • Evening: Stir a serving of Collagen Peptides into creamy foods or sauces, as well as your nighttime tea.

Learn More

Why We’re Not Like Other Collagens: The Vital Difference

We’re just going to humble brag for a sec. Unlike most reality dating show contestants, we’re actually here for the right reasons. At Vital Proteins, it all comes down to our differentiators, aka The Vital Difference, which is made up of three key pillars:

  • Transparency: As a leading brand in the wellness space, we're committed to creating premium products that people can trust.
  • Quality: Each formulation is consciously developed to be efficacious, easy to use, and enjoyable to consume. We prioritize sourcing high-quality and purpose-driven ingredients, pursue social, environmental and dietary certifications, as well as execute manufacturing and testing practices.
  • Clean Labels: When you shop Vital Proteins original Collagen Peptides, you can expect that it is free from artificial flavors, colors, sweeteners and preservatives.

Plus, as of December 2022, we’re officially a B Corp™ Certified business! Snaps for a more responsible future!

How to Decide Which Type of Collagen is Right for You

At this point you may be thinking, “Jeez, ok! I’ll take some collagen. But do I have to stick with plain Collagen Peptides?” The answer, dear Redditor, is no. Think of collagen as a choose-your-own-adventure: At Vital Proteins, we have collagen products for many taste preferences and lifestyles, including those who follow a pescatarian diet, those who are always on the go, and even those special individuals who insist on drinking iced coffee year-round. Whatever you’re into, we’ve got your back (and joints, tendons, hair, nails, etc.).**^

What Collagen Does Not Help With

Existential dread. Your car’s extended warranty. A bad breakup. Your to-do list. Fixing the bangs you cut yourself. Training your dog. Remembering Leg Day. Learning a foreign language. Babysitting your kids. Keeping your plants alive. Asking your boss for a raise. Public speaking. Writing thank you notes. Baking bread. Remembering where you left your keys. Remembering to turn off your hair straightener. Remembering to schedule that doctor’s appointment. Getting your oil checked. Taxes.

Your Certificate of Collagen Comprehension

It’s been a journey, but we did it, Reddit! You read this whole thread! We thank you. Your body thanks you. And, as a token of our appreciation, please enjoy your Certificate of Collagen Comprehension (note: this certificate holds no scholastic merit or any real value, but we’re still proud of you). Looking for more? Follow us at @ vitalproteins everywhere on the internet.

**These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

^Results may vary. Refer to product labels and vitalproteins.com for more information.

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I’m Jenn Randazzo, RD here with Vital Proteins to answer your questions about collagen and the science behind how collagen peptides work. AMA!
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Hi, I’m Jenn Randazzo – Sr. Director of Education and Healthcare Practitioner at Vital Proteins. I have a passion for root-cause nutrition, and am a registered dietitian who specializes in applying an integrative and functional approach to wellness. [...]

I’m excited to be here for my 1st AMA, and look forward to answering your questions about collagen!

Hi, I’m Jenn Randazzo – Sr. Director of Education and Healthcare Practitioner at Vital Proteins. I have a passion for root-cause nutrition, and am a registered dietitian who specializes in applying an integrative and functional approach to wellness. [...]

I’m excited to be here for my 1st AMA, and look forward to answering your questions about collagen!

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Creaky joints? Kindly shut them up with premium collagen. Vital Proteins. For Everybody With a Body.

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