Clif builder by Clif bar was born out of the belief that your body and muscles care what you feed them. Clif builder includes organic ingredients that were chosen to give your body the protein it needs, to help build muscles and and fuel energy to sustain a workout. Clif builder also contains vitamins and minerals to support protein metabolism during and after a workout.



Use digital media to drive brand awareness, promote builder’s core equity, and motivate engagement.

Client: Clif Bar

Category: Digital, Strategy


Clif builder’s target audience is male-focused activators, age range 18-30. He lives an active lifestyle. While weight training is part of his regimen to stay in shape, he is not a body builder. He is alienated by the ‘meathead’ imagery that is so prevalent in the protein market segment.


The Concept

The ingredients in Clif builders set the product apart from other protein bars. Your workout should set itself apart too. Your protein bar is organic, and so does your work out! With this interactive rich media campaign, we are bringing the idea of nature’s gym to life with a focus on outdoor, natural muscle-building workouts.


During a 2mo analysis period, the campaign delivered 15.9MM impressions. It maintained an outstanding overall Click Thru Rate of 16.25% which is well above of the 2017 worldwide rich media CTR benchmark of 6.15%. The campaign’s expansion rate of 46.4% was outstanding, well above the benchmark of 5%.