Client: Maximuscle
Brief: To normalise sports nutrition food and widen the brand’s audience through moving their media activity from the traditional men’s muscle & fitness press to men’s lifestyle press. This included educating a new market to the benefits of sports nutrition food.
Response Summary: Total Media Direct created a 3-month campaign to promote Maximuscle in FHM men’s lifestyle magazine through a multi-tiered “reveal, reminder and results” campaign.
- Advertorial - Launching with the “Secrets of the six-pack” advertorial, the campaign was able to target men through providing them with solutions to help them to look good through providing advice on exercise, dieting, and the benefits of taking sport nutrition food.
- Consumer Participation – readers were incentivised to participate and interact with the brand through entering before and after “best bods” competition
Result: The advertorial performed significantly better than expected; 120% above target. There was a 40% uplift from one of the main retail distributors and we are now looking at building on this approach.
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