The Brief: Break the perception that Muscle Milk is only for “gym bros”.

The Strategy: Partner with a fitness influencer (and more importantly a mom) to tell an unvarnished story about their exercise journey.

The Results: The highest performing pieces of content ever on Muscle Milk’s social channels; delivering over 1.3K comments and 12K shares on Facebook alone.

The Brief: Make a stronger connection between Muscle Milk and its university sponsors at the start of the football season.

The Strategy: Leverage Muscle Milk’s exclusive access to create viral content telling the uniquely bizarre stories of college football student traditions.

The Results: A series of films that were shared through the student bodies of the various school (and one played on the Jumbotron at the Alabama home opener).