CANDICE GREEN

Optimum nutrition- THE BRIEF

We were challenged with making Optimum Nutrition famous in  the sports nutrition category by making them renowned for supporting those on a journey of commitment. They wanted us to help educate on their products, as well as initiate conversations within their community.

THE insight

With competitors fixated on the end result, and the expectation of relentless hard work that comes with it, we identified a missing piece. Success takes 20% hard work and 80% good nutrition. We needed to show our audience that good quality nutrition was the key ingredient missing. So we set out to redefine what success was built on and show how different the journey to success can look when it's fuelled by good quality nutrition, and determination.

THE solution - #moreinyou

Introducing: More of you in you. A 360 campaign, using real stories of success, and motivating people everywhere to work smarter not harder by embracing nutrition as an essential partner on their fitness journey. Showing them that no matter how hard things might get, with the right determination, training plan & sports nutrition there would always be #MoreInYou to unlock. To bring #MoreInYou to life, we told the stories of six very different famous athletes and their journeys to success. We produced six films, to show the moment of realisation where placing Optimum Nutrition as their training partner had allowed them to reach their full potential. These emotive videos were shared across socials and in The Sun and The Times alongside a double page spread. To further our reach, we worked with the brand to create a TVC from the content which was then aired in gyms across the country, taking our message directly to the training floor. And bringing it full circle, we tasked social influencers in the fitness category on Instagram and TikTok to show their personal fitness journey, offering more relatable tips and advice, all centered around Optimum Nutrition and unlocking #MoreInYou.

RESULTS

Our ambassador videos were viewed organically over 2m times, reaching 1.3m UK adults through social. The double spread in The Times reached over 1.64m additional people, with Influencer content receiving more than 16m total impressions, and over 44,500 link clicks to both our ‘More In You’ landing page and product shop. We smashed our impression targets by 43% and 123% respectively, making this an incredibly successful campaign for Optimum Nutrition and a giant leap in the right direction for the fitness community.