Finding a new male and female ambassador for the USN brand
To increase initial awareness of the ‘Face of USN’ campaign and to drive entries, we arranged a number of interviews with USN’s pool of athlete ambassadors including Ryan Terry, Cristina Silva, William Bonac, Kelly Sephton and Mark Hoban.
Once entries were closed, USN drew up a shortlist of 10 men and 10 women which was put to the public vote. PHA promoted the shortlisted entrants to relevant local and national media to create a groundswell of support for each.
Both winners of the competition had fantastic back stories where they had overcome serious adversity. The female winner trains with a colostomy bag and the male winner had overcome serious injuries to get his body back into peak physical condition. We sold their stories in far and wide to celebrate their achievements.
The campaign ran over a four-month period and we were tasked with securing an ambitious KPI of 45 pieces of coverage with 15 of those being national. We secured 65 pieces of coverage, 19 of which were in national media.
More than 5,000 entries to the competition were received, following a target of 3,000.
Within this initial four-month period, PHA had successfully placed USN as the leading sports nutrition brand in the media. They enjoyed more national media coverage than their three closest rivals put together – a real coup in the crucial time period leading up to the New Year.
pieces of coverage