Wellness, Made Human
Strategic pitch developed at Dentsu Creative.
The Brief
A long-standing direct-selling company wanted to rethink how it showed up in the wellness space. The goal wasn’t just to launch a new program, it was to shift perception.
They needed to move from being seen as product pushers to becoming trusted wellness guides. And they had a huge, underused asset: a nationwide network of people already living the brand.
My Role: diving deep into consumer behavior, mapping the competitive space, and crafting a clear, human-first positioning
The Insight
1
Consumers are burnt out by mixed messages and failed fad diets, leaving them cynical and hesitant to try again.
2
Wellness is no longer about achieving an ideal body; it’s about finding stability, control, and self-trust.
3
People are more likely to act on advice from relatable individuals who’ve faced similar struggles and succeeded, than from impersonal experts or influencers.
4
There’s a growing demand for sustainable, long-term solutions that fit real life, not just ideal scenarios.
The Strategy
We shifted the focus from “health expertise” to “health relatability.”
The strategic platform became: “A Lifestyle to Look Up To.”
We positioned the wellness program not as a regimen but as a guided lifestyle journey. Where we leverage real-life program users (distributors) as relatable mentors, not pitchmen.
This will help the brand build credibility through familiarity and therefore using community voices to inspire personal transformation.
Content Approach
We pitched a complete shift in tone and style:
– Less scripted, more lived-in. Real stories from real users.
– Ditch the product shots and staged content. Bring in behind-the-scenes moments, raw check-ins, and progress diaries.
– Use platform tools people actually engage with like voice notes, Q&As, reels and not just static posts.
– Partner with micro-influencers who reflect everyday lives, not just ideal outcomes.