The This Is Why You’re Soft campaign set out to do more than promote supplements, it aimed to spark a cultural movement. Liver King, a niche figure in ancestral living, needed to break through to mainstream audiences, increase engagement across TikTok, Instagram, and YouTube, and convert attention into measurable product sales for Ancestral Supplements.
Our goals were to:
Build cultural relevance for Liver King through viral, conversation-sparking content.
Drive mass engagement via shareable, platform-optimized creativity.
Increase customer acquisition and improve retention rates.
Boost direct sales and brand awareness within the health and fitness industry.
The core creative idea, “This Is Why You’re Soft” was a bold, meme-friendly challenge to modern lifestyles, encouraging audiences to embrace primal health habits and try the supplements that fuel them.
Strategy
We anchored the campaign in the provocative hook “This Is Why You’re Soft,” which became both slogan and social challenge.
Creative Execution
Hero Launch Video: Cinematic shots of Liver King’s raw, primal lifestyle, intense workouts, outdoor living, raw liver feasts, designed for maximum shareability.
Platform Strategy:
TikTok: High-frequency short clips (15–30s) optimised for virality.
YouTube: Longer-form storytelling for audience depth.
UGC Challenge: #WhyYoureSoft invited audiences to stitch, duet, and recreate Liver King moments, embedding the campaign in community culture.
Earned Media: PR outreach to fitness, lifestyle, and pop culture outlets secured coverage in Men’s Health, Barstool Sports, and The New York Post.
Conversion Funnel: Social content drove to landing pages offering exclusive discounts linked to campaign phrases.
Paid Media Amplification: Boosted only top-performing organic posts to ensure maximum ROI.
Challenges & Solutions
One key challenge was avoiding audience fatigue while sustaining visibility. We solved this with a multi-phase rollout: initial shock-value launch, UGC wave, and deeper long-form storytelling. This kept Liver King relevant across news cycles, trends, and algorithms.
The mix of shock-value visuals, authentic messaging, and strategic media placement positioned Liver King as both a viral personality and a credible health advocate.
Results
The campaign transformed Liver King into a cultural talking point while driving measurable business outcomes.
YouTube: +500K subscribers in 4 months; videos averaging 2.8M views.
Customer Acquisition & Sales
+312% new customers acquired during the campaign period.
28% increase in repeat purchases among these customers.
+264% YoY sales uplift during the campaign.
Campaign-linked discount codes drove 42% of launch-month sales.
Brand Uplift
Ranked among the most-searched US health personalities in Q4.
85K+ fan-created TikTok videos using #WhyYoureSoft.
Significant earned coverage in top-tier media.
ROI
Paid media generated $7.80 in attributable revenue per $1 spent.
The This Is Why You’re Soft campaign achieved all objectives, blending entertainment and brand purpose to create lasting awareness, cultural relevance, and record-breaking commercial results.
