As Endurance Category Manager at Myprotein, I was given the opportunity to conduct a campaign for the Rio 2016 Olympic Games, that coincided with the launch of the new endurance range.
The brief:
The brief was brief to say the least. I was enlisted to create a campaign that would run on the lead up, during and post Rio Olympics 2016. With a view to driving new customers from the mainstream sporting world to Myprotein. Around that time, a set of endurance and sports performance based products were released. So there was an option to tie in.
The idea:
Defeat the Heat as an idea, was to illustrate the need for sports performance products when performing at high temperatures and intensities. To not only focus on Rio for use, but in general exercise in mainstream sports - especially during the warmer months.
Output:
In order to make the theme come to life, I wished to ensure the design focused on the theme of Brazil (but due to Olympic rules this couldn't include images of Brazil or reference the games - lots of obstacles) as well as utilising the sports perfromed at the Olympics.
I decided to focus the products into categories: Hydration, Energy, Recovery. The landing page cleverly went from hot to cold (through warm to cooler colours). To effectively demonstrate the products helping the consumer "Defeat the Heat". The was new products fit easily into these categories.
In order to be concise, the following elements existed within the campaign...
Olympic Ambassadors - to give more clout to the campaign (particularly social media/pr). These included... Max Whitlock, Harry Aikines, Hannah England (Max went on to win several medals).
Limited Edition Products: Limited edition products to boost the new products onto market as well as ensuring the campaign fit into the theme of Brazil. New products included: Pina Colada whey protein, Brazilian Guava electrolyte drink, Limited edition green and yellow shaker, Brazil olympic t-shirt.
Packaging: Limited edition Brazilian packaging (see images below).
Marketing channels: The campaign was pushed across: social media, ppc, SEO, affiliate and email channels. As well as gaining some great PR.
Other: The campaign ran deals and competitions to coincide with different events during the Olympics (which worked really well), the campaign was extremely well conisdered and thought about each touch point. It ran over several countries (15+).
Results:
Resulted in a significant increase in new customers (+100%), drove a great set of initial sales for the endurance range and resulted in a new set of ambassadors that could push the brand forward, even after the gamed has finished (leaving a legacy almost).
