Sports Nutrition is a competitive category with brands undercutting others to lure athletes into buying their products. We needed to increase sales of the most premium range, Optimum Nutrition's Gold Standard.
Increase sales by branching out into other sports where athletes spend money on improving (usually with equipment and apparel). Showing that success isn’t about psyching themselves up, but in their body having the nutrients needed to perform at a high level.
The Gold Standard Zone
When you're mentally and physically prepared, you won't just get 'in the zone', you'll perform in The Gold Standard Zone.
To capture the moment where the athlete reaches the optimum performance level, the films were shot in super-slow-motion to give a sense of everything going well and the athlete being 'in The Gold Standard Zone'.
The films were the most successful social to date, reaching over 800k views in phase one.
The campaign reached over 16 million people and the email to lapsed users had a 12% open rate.