The challenge

Find a way to target the core KIND audience that live a healthy and balanced lifestyle (conscious but not extreme): spread the KIND messaging and educate consumers and media on the brand in a unique way, going beyond the product itself.

BFMV has a very large niche music following, so to achieve cut through in the crowded consumer lifestyle print and online photo story sections, the correct assets and pitching were crucial.

The solution

Host two rooftop yoga events against a panoramic backdrop of the city from London’s newest rooftop - one targeted at media and one at consumers. These events involved a dynamic yoga flow followed by an engaging panel discussion and were set up to:

• Profile KIND as a brand with a voice and opinion on the topic of what is deemed ‘healthy’ (encouraging feature editorial)

• Provide an immersive, educational experience where individuals have the chance to speak to industry experts and have their questions answered around the approach to healthy foods

• Profile the KIND brand and showcase the product range to press in a way that encourages them to feature the range editorially

The results

• Collaborated with industry experts Dr. Rupy Aujla MBBS, BSc, MRCGP (The Doctor’s Kitchen) & Cat Meffan, Yoga Instructor & Influencer

• 11 top tier attendees to the media event (from titles such as Refinery29, Stylist & Women’s Fitness)

• 52 attendees to the consumer event (including key fitness influencers Kim Hartwell, Tara Marguiles & Lucy Wheeler

• £483.84 raised from the consumer event ticket sales for Suspended Coffees charity

• High level social media engagement across both events leveraging the bespoke hashtag #KINDhealthy