How to Unleash the Cult of the People Who Love Skinny

The brief was really, how do we unleash the cult of the people who really love skinny? How do you get real people who really believe in skinny to advocate for us? And it was kind of the strategic leap in what formed the brief. People trust friends and family 92% more than they trust ads, which makes sense,. So we go, okay, well, then how do we make friends and family our ads?How do we imbue our comms, our communications with the same sense of trust and credibility as if it was a friend or a family member recommending it to you? The campaign would try and reach everyone in New Zealand featuring someone that they knew orsomeone that they knew