The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 10th Annual Shorty Awards

The Vitamin Shoppe Offers Healthy Lifestyle Inspiration Across Social Media

Finalist in Instructional

Entered in Health & Fitness, Facebook Presence, Branded Content, Facebook Live


The Vitamin Shoppe is a leading health and wellness, specialty retailer and manufacturer of nutritional products. Since our inception, we have made it our mission to help our customers Thrive Every Day, by offering best in class solutions to help fuel their wellness journey.

As a health and wellness authority with more than forty years in the specialty retail space, The Vitamin Shoppe has been working towards being recognized as a true lifestyle destination on all of our platforms. Through social media, we aim to organically build brand awareness while educating, entertaining and inspiring our audience with creative content. Additionally, we are proud to build and foster a community of highly-engaged wellness enthusiasts, influencers and athletes who rely on and look forward to the content we produce. By meeting our followers where they are with expert content , The Vitamin Shoppe is able to empower our passionate community to set life-transforming goals—and achieve them.

Strategy and Execution

Using Facebook, Instagram and our What's Good Blog as primary sources of engagement, we created a consistent series of instructional videos, editorial essays, expert advice and user generated content that put health and wellness expertise at our customer's fingertips.

Examples of this content include:

Who's Good: A regular interview series from the editors of What's Good that catches up with the best, brightest, and boldest social media has to offer.

What's Trending Now: A franchise series that highlights need-to-know trends, products and solutions that help fuel your wellness goals.

Spark Live: A weekly event series, where we invite athletes such as Jay Cutler, fitness experts and Health Enthusiasts to host a wellness workshop that promotes the latest trends, DIY recipes and nutritional advice that are filmed live and streamed on Facebook.

Take Over Tuesday: Every Tuesday, The Vitamin Shoppe invites our Instagram followers to view a day in the life of some of the industry's most influential wellness experts. From pro athletes to everyday customers who love wellness, our community gets a unique perspective into their routine.

New In Town: All you need to know about the latest and greatest solutions available at The Vitamin Shoppe and

Shaken Not Stirred Video Series: A 12-week video series that featured a new protein shake recipe each week, highlighting protein powders from some of our favorite brands.

Sadik Week: The Vitamin Shoppe partnered with Arnold Classic Champion, IFBB Pro, and GAT athlete Sadik Hadzovic's on a week-long instructional video series called Sadik Week, where he shared his go-to fitness regimen with our social followers.


In 2017, we set the stage to amplify content and social media:

- Launched What's Good blog and set cadence for daily publishing (3x articles per day)

- Folded blog into e-commerce experience

- Launched shoppable video on homepage, product pages, and brand/category pages

- Engaged vendors and influencers for weekly Facebook Live events, Instagram Takeovers, and blog series

We also saw significant growth on Facebook, and Instagram, proving that our audience was and is truly engaged with the content we share.

Facebook growth:

- 275k weekly reach in 2016 vs. 5mm weekly reach in 2017 (+1,718%)

- 12k weekly engagements in 2016 vs. 150k weekly engagements in 2017 (+1,150%)

- 5k weekly video views in 2016 vs. 525k weekly views in 2017 (+10,400%)

Instagram growth:

124k followers in August 2016 vs. 168k followers in August 2017 (+35%)

Blog growth:

82k monthly pageviews in December 2016 vs. 300k monthly pageviews in August 2017 (+266% in 9 mo)


Video for The Vitamin Shoppe Offers Healthy Lifestyle Inspiration Across Social Media

Entrant Company / Organization Name

The Vitamin Shoppe


Entry Credits