Road To Japan.
Following on from the success of the #YourMAX Campaign, Maximuscle needed an idea that made the most of their professional rugby ambassadors during the 2019 Rugby World Cup, they asked us to develop a campaign that hit a number of key objectives.
We came up with ‘Road To Japan’ using England players Anthony Watson, Kyle Sinkler and Joe Cokanasiga and Wales star George North.
The result was a high impact campaign delivered online and offline channels that surpassed all targets.
Our research into Maximuscle as a brand made allowed us to see the brand through the eyes of the customer, to understand what they saw the brand as and what they associated it with. We began to understand that up to this point they had not be educated or exposed enough to Maximuscle’s ambassadors; what they do for the brand, why they should trust them and how they use the products to enhance their performance.
There was a disassociation between the customers and what Maximuscle stood for as a brand which ultimately led to a lack of understanding of who represented Maximuscle as an ambassador and why.
The research enabled us to understand that consumers needed to be made aware of the work Maximuscle does with elite athletes and why this in turn could help them with their own goals.
The Big Idea.
Maximuscle boast a number of Rugby players who were competing at the Rugby World Cup in Japan, this gave us the perfect opportunity to educate consumers on our work with Anthony Watson, George North, Joe Cokanasiga and Kyle Sinckler as they competed on the biggest stage of World Rugby. The idea thus became the ‘Road to Japan’ an insight into the preparation it takes to compete at a World Cup; the nutrition, the training and much more that these athletes undergo.
As the aim for this campaign was to get in front of as many people as possible our strategy had to ensure that reach was the priority. We planned the campaign accordingly, pinpointing the best opportunities to get Maximuscle’s message out via the ambassadors. This ultimately led us to use the following channels; PPC, Paid Social Media, PR andEmail Marketing. These channels allowed us to talk to a wide range of consumers at differing stages of the affinity funnel. It also enabled us to tell the full story to these consumers on their preferred channel, increasing views and awareness in the campaign.