WillPowders x Ignite

Behind the campaign:

Why WillPowders are taking their brand outdoors

WillPowders, the dynamic health and wellness brand founded by wellness expert and TV personality Davinia Taylor, is rapidly making waves in the industry. With a strong digital presence and a loyal customer base, the brand recognised that expanding into offline channels was a natural next step in accelerating its growth. To amplify brand awareness beyond the screen, WillPowders embarked on its first outdoor advertising campaign by partnering with our Ignite programme. This strategic move enabled them to connect with real people in real places through a regionally focused campaign that brought their vibrant brand message to the streets.

We spoke to Sarah Lundy, Head of Marketing at WillPowders, to hear how the campaign came together and the impact it’s made so far.

What were your main objectives going into this campaign?

This was our first venture into outdoor advertising. As marketers, we know how important brand awareness is — and as WillPowders scales, we’re maturing into brand campaigning and actively looking for channels to amplify the brand effectively.

Why did you choose out-of-home advertising as part of your marketing mix?

Outdoor advertising can be seen as “too traditional” or “old-fashioned,” but as seasoned professionals we know the difference real-world visibility can make. Nothing beats physical eyeballs on your brand.

Why did you choose 75Media and Ignite in particular?

We’ve worked with big media planning companies, but 75Media was a refreshing change — flexible, scalable, and genuinely client-first. Ignite stood out as a smart, forward-thinking platform paired with a really supportive team.

What insights shaped your campaign strategy and media selection?

We focused on our heartland in Manchester, Liverpool, and Leeds. We also targeted a female commuter audience and tested creative variations by city to learn what resonated.

How was your creative tailored for outdoor advertising formats and regional audiences?

We designed separate creative for each city — seeing the flexibility across formats was exciting and allowed us to stay locally relevant.

What has your experience been like working with the 75Media team?

Can we score you higher than 10?

Did you notice any measurable impact during or after the campaign?

We saw a rise in web traffic and retail performance. More importantly, we saw the dial move positively on brand awareness — which was our main objective.

How did this campaign compare to previous campaigns using other media?

We’ve already committed to continuing and increasing our investment in outdoor advertising with 75Media and Ignite. That says it all.

What’s been your highlight moment?

Seeing our founder, Davinia Taylor, grinning like mad when she first saw the campaign up close and personal.

Supporting the shift from screen to street

Our role was to guide WillPowders through the shift from a social-first brand to one confident enough to show up on the streets. We helped them understand how outdoor advertising can amplify a brand in ways that go beyond ROI, focusing instead on brand metrics, visibility and, most importantly, frequency.

Frequency is a huge driver for brand-building. The more often you’re seen, the more likely you are to stick. That’s exactly what we wanted for WillPowders and that meant targeting relevant audiences in key regions, using selected locations as a test bed to dial into what resonated.

We were there at every step: advising on artwork, explaining what works on a billboard vs. a phone screen, and being flexible when tweaks were needed. We shared proof-of-posting photos on the day their ads went live, and wherever possible, went beyond Ignite delivery to add bonus play and additional uplift.

Our goal was to make this feel easy whilst being responsive, supportive, and impactful.

Why choose Ignite?

Maximise your investment

Get up to 2x media budget amplification.

Reach more customers

Outdoor advertising reaches 98% of the population.

Proven effectiveness

Billboard exposure increases product recall by 52%.

Flexible & fully scaleable

Three membership tiers to suit every growth stage.

Expert guidance & support

Dedicated media planning and reporting support.

Get started with Ignite today!

Ready to take your brand to the next level? Join Ignite and experience the power of outdoor advertising with 75Media.