Thorne: Build to Last

2023

Building something that lasts takes time. That's what Thorne believes. Dwyane and Zaire Wade, too. BUCK partnered with Thorne on Build to Last: an evocative, story-driven, global campaign that draws parallels between Thorne and the Wades' pursuit of excellence.

The Ask

Thorne was looking for a compelling awareness campaign that propelled their luxury status by empowering people to live longer, healthier lives. They were looking for record engagement, high impressions, and to become better known as a trusted wellness partner by driving new consumer acquisition. We answered this with our campaign platform ‘Build to Last’ that resulted in record engagement levels outperforming target goals for both impressions and eCPM.

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Lifelong Wellness

‘Build to Last’ showcases Thorne’s “no shortcuts” approach to lifelong wellness. This was demonstrated in parallel with the health and wellness journey of three-time NBA Champion, philanthropist and entrepreneur, Dwyane Wade and his son and professional basketball player Zaire Wade.

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An Integrated, Global Campaign

The campaign launched with a comprehensive set of video and still assets including two :30 hero spots and three :15 routine videos across digital out-of-home (OOH), connected TV, display, paid search, YouTube, social media, and influencer marketing. The global campaign was active in 12 markets including New York, Los Angeles, Miami, Beijing, and Shanghai.

Results

Thorne experienced record engagement levels with the campaign outperforming target goals for both impressions and eCPM. OOH + CTV Impressions were 317M, social impressions were over 75M, and earned media impressions hit 1.2 billion with 35+ pieces of earned media coverage.