Isostar ‘Every start matters'

With a smart strategy and efficient use of resources, you can achieve impressive results—no matter the budget. Using Isostar’s campaign as an example, we’re sharing five key ingredients for creative efficiency through clever content deployment.

Isostar’s “Every start matters” campaign focuses on both elite athletes and everyday sports enthusiasts, highlighting that every sporting achievement counts. Serviceplan was responsible for developing the concept and executing the campaign, leveraging all available resources to the fullest.

Every start matters

Where other sports nutrition brands often emphasize ultra-fast, highly trained athletes, Isostar specifically aims to reach everyday sports enthusiasts—people who aren’t necessarily chasing top-level performances but still deserve the best support when they lace up their running shoes or hop on their bike. Isostar tasked us with developing a campaign that would convey a single, clear message capable of appealing to all these different types of athletes.

It fell to our team at Serviceplan to effectively reach this broad audience with an impactful message. A strong central concept, smart planning, creative efficiency, and sustainable content creation were key pillars of our approach.

Five essentials for creative efficiency and maximizing content

To run a successful campaign and maximize the impact of your content, it’s important to work efficiently and make smart decisions throughout the creative process. Below are five essential requirements for creative efficiency and optimal content usage, illustrated by the Isostar campaign.

1. Start with a strong central idea 
   A solid platform concept ensures you can continue producing efficient content over the long term. Serviceplan developed the powerful concept “Every start matters.” Whether you’re completing a triathlon or running a lap around the park, your sports performance is just as important—and deserves Isostar’s best support. This platform idea is rooted in the brand itself and provides ongoing opportunities to develop fitting content.

2. Develop a smart content format 
   A well-designed content format allows you to easily swap out product shots for different items in the range. In the Isostar campaign, this meant we could seamlessly feature different products in the campaign videos. These assets could then be deployed flexibly across various campaign materials.

3. Use English as the working language 
   If your brand operates in multiple countries, choosing a single working language that’s widely understood can streamline international rollouts. Although the Isostar content was created for the Netherlands and Flanders, using English means it can be easily adapted for other markets too.

4. Stick to a tight schedule 
   Careful planning and thorough preparation are essential for efficient production. The Isostar campaign was shot over just two days. Filming took place in both Zandvoort’s natural landscapes and urban Haarlem, with a focus on running and cycling.

5. Maximize content utilization 
   Make the most of your content investment by distributing it across multiple channels. For Isostar, Serviceplan’s creative specialists worked closely with Mediaplus media experts to secure maximum exposure at relevant touchpoints. This strategic approach ensured every minute of filming was fully utilized, helping the campaign achieve maximum reach.

Optimal reach and impact

The campaign was rolled out successfully in both the Netherlands and Flanders, targeting cyclists in particular—a key audience for Isostar. Results were impressive across all stages of the customer journey in both regions.

Conclusion

With a smart strategy and efficient use of resources, it’s possible to achieve remarkable results. The successful “Every start matters” campaign shows how Isostar’s message resonates just as powerfully with top athletes as it does with everyday sports enthusiasts.

Looking to run an efficient campaign with maximum impact?

Contact Iwan Bijkerk at i.bijkerk@house-of-communication.com.