Our Reel

We Love What We Do

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The Work

We Love What We Do

Background:
The Leijas team is lucky enough to work closely with some amazing brands across many different categories, from financial services to food & beverage to telecom, among others. And we’re proud to have entered into great relationships with the largest and smallest companies - because as long there are shared values and a clear purpose, we’re all in. While we take every assignment – big or small – very seriously in terms of the craft itself, we also have a blast along the way. Take a look at a few detailed examples of the fun we’ve had recently, or learn a little bit about all of our client partners here.

Heavenly Organics

Taking a brand that is putting peace over profits into the mainstream.

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The Work

Heavenly Organics

Background:
Founder Amit Hooda grew up next to conflict areas in northern India – specifically during the Punjab Insurgency in the late 70’s and early 80s. While he was raised to live as organically as possible (his father was a renowned agronomist), he quickly realized that not everyone around him had the liberty of focusing on purity in their lives. After he finished college in the US, he returned to India with the goal of building on his father’s pursuit of teaching farmers in more isolated and conflict-ridden areas how to live a better life. Realizing that his home in northern India is home to beehives that produce absolutely pure and incredibly delicious honey, Amit set out to bring this honey to the world. And more importantly, through his father’s teachings, he educated local farmers on non-invasive harvesting techniques and set up an infrastructure for them to earn fair wages – free of conflict.

Overview:
Heavenly Organics came to us with their purpose defined – using profits to create peace. We translated that into a consumer-facing mantra and the line “For One Sweet World.” As a brand that empowers and inspires, we took this idea to all channels, ensuring that we applied the same lens to a single social post as we did to a documentary that we recently filmed in the conflict areas that Heavenly Organics was born out of.

Documentary:
To truly create awareness of the impact Heavenly Organic is having over farmers and families within conflict regions, we had to see if first hand. That’s just what we did. In March of this year we embarked on a once-in-a-lifetime journey with Amit to the heart of the Red Corridor. For the last 60 years, this area has been a hotbed for the war between Maoist insurgents and the Indian government. We witnessed first hand the incredible transformation taking place under this newly formed economic model. See a teaser below, with the full film and an amplification program scheduled to debut in Fall 2017. 

Social:
We approached social with content that celebrates good and advances the clean food movement. Each Tweet is an opportunity for optimism. Each Instagram post is an instance for inspiration. Each Facebook post is a window to make a person’s day that much brighter. From a shared story, an uplifting quote, a delicious recipe or words of encouragement, we’ll work hard to uplift and inspire our community of followers.

Videos:
Creating awareness of the purity of Heavenly Organics is only the first step. To truly influence positive change in the world, the story of the conflict zones needs to be told, along with the impact that Heavenly Organics’ strategy is having on farmers in remote regions. So in March of this year we embarked on a journey with Amit to these conflict zones and the remote Himalayas to give a voice to some amazing people.

BodyArmor

Helping the ultimate challenger brand go from regional to national prominence.

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The Work

BodyArmor

Background:
BODYARMOR is the ultimate challenger brand – its products broke into the highly competitive market of sports drinks in 2011 with its eyes acutely focused on the category leader, and virtual monopoly, Gatorade. The brand has been making headway ever since, far surpassing the lifespan of other brands who attempted to enter this market. And BODYARMOR isn’t stopping anytime soon, with significant year-over-year growth thanks to its natural ingredients and vitamin-packed deliciousness.

Overview:
Having partnered with the Founder of BODYARMOR in the past to successfully brand and grow vitaminwater & Pirate’s Booty it was a natural fit for Leijas to take on this emerging brand. Initially a regional brand, we partnered with BODYARMOR on a drive towards national distribution as the company brought new athletes onto the team and introduce line extensions.

Strategy:
To establish a serious presence on the national stage, we needed to make BodyArmor’s purpose clear. After an in-depth process, we emerged with the one word that really spoke to the ethos of the brand, its Founder, its team of athletes and its consumers – Obsessed. Obsessed with disrupting a category, obsessed with making the best product, obsessed with performance both on and off the field. And it’s not a learned behavior, it’s part of who they are. Which led to the line “Obsession is Natural,” highlighting the personas as well as the product itself.

Website:
Much like the no-bs, hard-working, top-performing personalities that the brand represents, the BODYARMOR website needed to feel high-energy but without a lot of frills. As our athletes and our consumers let their actions do the talking, we designed the website to be simple to navigate, making it easy to highlight the makeup of the team and the products. We drew inspiration from old school baseball cards, so you get a snapshot and stats on each athlete and each product with an easy roll or click. We even brought the FAQs to the homepage to really highlight the uniqueness of the BodyArmor products. Aside from handling all aspects of the design and build, we also created a paid search program to drive traffic to the site as our audience looks for a better sports drink to help fuel their obsession.

Results: 175,000 visits the first week of launch

Lifely

Taking a nugget of an idea and turning it into a brand that is challenging convention.

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The Work

Lifely

Background:
As Prudential’s traditional core audience ages out of their products and services, the company realized that they needed to reinvent even their most established offerings. The Millennial audience in particular is now a key target for all financial services companies, and the broader category is being continuously disrupted by fintech startups. To not be left behind, Prudential developed a new life insurance offering that targets this digitally-native audience.

In eliminating many of the pain points of obtaining life insurance – namely the sales aspect and the invasive medical check-ups – Prudential developed a product that fit into a Millennial’s life. The challenge is that life insurance isn’t something that a younger audience thinks about, and if they do its overwhelmingly with negative connotations. As a result, life insurance falls out of their consideration set of financial products.

Overview:
When we started partnering with Prudential, they had a great product idea, but nothing else. We started with considerable research, both within Prudential and among consumers, to understand why this offering was not only exciting, but essential to a young family. Coming out of this, we developed a brand name that would resonate with our audience and feel more modern than the perception of the parent company. We branded it Lifely, and then we were off to the races.

Branding:
Once we had a more modern name, we developed brand guidelines to ensure that Lifely looked, sounded and felt different from the staid insurance brands that consumers are used to. From the font choice, to the color palette to the photo shoot, we gave the brand a personality unto itself. And we brought everything together with the line “Insure our Humanity” to reflect the value system that we had created. Namely, that life insurance is not only important for your young family, but it helps protect the community around you.

Integrated Campaign:
With a modern identity secured, we developed a multi-dimensional communications campaign to generate awareness of this offering. Based on not only life stages, but topics that are relevant to our audience, we launched a digital campaign to draw people to the website so that they can learn more. On the website and within social feeds, we shot and created multiple videos in the voice of our consumer, introducing the product and showcasing why Lifely is critical in protecting their family. The insight that we focused on for the campaign is the idea that everyone wants their presence to be felt within their family, and through Lifely you can ensure that still happens even if you’re not physically there. In line with our ethos and branding, Lifely is putting a positive spin on this conversation to open Millennial’s eyes to the ease of insuring their humanity.

Core

Growing a fanbase all while sparking a bigger conversation.

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The Work

Core Hydration

Background:
CORE Hydration was founded in 2015 with the goal of delivering the innovative science of hydration and premium design to those that live an active lifestyle. The brain child of industry veteran Lance Collins, best known for creating billion dollar brands such as FUZE® and NOS Energy®, CORE Hydration is perfectly balanced to work in harmony with your body’s natural pH level, 7.4.

Overview:
Our partnership quickly grew from our developing sales and distribution videos, to our developing and fully executing social media programs that went far below the surface to ask people the question, “What’s at your core?” Together with celebrity partnerships with the Tone It Up Girls and Becky G, we connected with their growing fan base to spark conversation and participation.

Becky G.:
We launched 4 videos from Becky G that encouraged fans to reveal just what is at at their core. Through organic brand integration, we kicked off our social campaign by hearing Becky reveal just what it is that’s at her Core in a series of question by answering it herself in a series of (4) Instagram videos. In just 3 weeks the videos had over a million views organically.

Tone It Up:
Tone it up girls are all about furthering the genuine connection between fans to keep them healthy in mind and body. To help align ourselves with this mission, we created workout tips and promotional videos that help bring their fans closer to the girls and to  Core.