As part of our strategy for Protein Works, we aim to launch creative campaigns that work seamlessly across both the press and social media. Our goal is to position Protein Works as pioneers in taste and nutrition, so all our campaigns are intrinsically linked to these core themes. For this campaign, we are focusing on a social-first approach that leverages Instagram, influencers, and the press to grow engagement and brand awareness.

Our social campaign focused on launching a wild, weird, and wonderful protein shake. Foodies love unusual food combinations, and we wanted to engage the Protein Works audience on Instagram by letting them help shape which flavour to create. We collaborated with the product development team at Protein Works to bring this flavour to life based on the wild and wonderful options their followers suggested.

We kicked off the competition with a hero video on Instagram, encouraging followers to vote for their favourite flavour. The more weird and wonderful, the better. From the initial votes, we selected five finalists. We then created a suite of assets to be used across the web, email, and social media for all these flavours and continued to encourage voting.

To culminate and announce the winner, we hosted an influencer event with the talented team at Protein Works. This event featured a MasterChef-style challenge where influencers tried the winning flavour and attempted to make their own versions. This resulted in the creation of the world’s first spicy protein shake.

The campaign featured a slick, playful video and interactive stories to boost visibility and participation. By embracing trending food crazes and encouraging user-generated content, we fostered active engagement both in the feed and stories.