Optimum Nutrition protein bar wrapper showing chocolate squares with peanuts and raisins against a purple background
Submitted by Brave Bison

Optimum Nutrition #MoreInUs Creator Campaign

Influencer Marketing

Brave Bison supported 12 creators and six athletes for Optimum Nutrition's #MoreInUs UK campaign across Instagram and TikTok, which the agency reports delivered 44.6K link clicks.

44.6KLink Clicks
15MImpressions

Case in 60 seconds

Optimum Nutrition launched its biggest ever UK campaign to motivate aspiring athletes to treat nutrition as part of their fitness journey, which required authentic stories showing there is always more to unlock when things get hard.

The campaign turns on visible progress rather than product claims, because aspiring athletes accept nutrition as part of training more readily when they follow people setting ambitious goals and reaching them, and Brave Bison built its creator phases around that.

Brave Bison paired social-first creator content with athlete films, so the #MoreInUs message was carried both by creators working toward their own goals and by six well-known athletes presenting Optimum Nutrition as a training partner.

Brave Bison supported 12 creators across three phases of content on Instagram and TikTok through Reels, Stories and TikToks, while six emotive athlete films were amplified across athlete and brand channels and the News UK network.

Brave Bison reports 44.6k link clicks and 15m impressions for the campaign and counts 69 pieces of content as its output, so the reported return sits in traffic and visibility rather than in sales.

Strategy Breakdown

Aspiring athletes in the UK, whom Optimum Nutrition set out to motivate to embrace nutrition as an important part of their fitness journey.
The page sets the aim as getting aspiring athletes to embrace nutrition as an important part of their fitness journey, so the category task was to place supplements inside training rather than beside it.
The page frames Optimum Nutrition as a training partner to six well-known athletes, so the brand plays the support behind effort rather than the hero of each story.
The creator content followed people as they set and achieved ambitious goals, because progress shown over three phases gives an audience a reason to connect the products with results.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Brave Bison

Results & Evidence

MetricValue
Link Clicks44.6K link clicks
Impressions15M impressions
Pieces of Content69 pieces of content

Why Brave Bison's strategy worked

  1. 1

    Following creators through phased goals rather than single posts gives a nutrition brand a running narrative in which the product appears as support for progress, because each phase shows a further step toward the stated goal.

  2. 2

    Pairing creator content with athlete films lets one message work at two levels, because aspiring athletes see peers in progress while well-known athletes show where the same kind of training support can lead.

  3. 3

    Amplifying athlete films through a publisher network as well as athlete and brand channels carries the story beyond existing followers, which matters when the campaign is the brand's biggest in a market.

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