The Protein Project

for Maximuscle (Part of GSK)

Becoming the last word in sports nutrition and fitness, trusted and respected by the everyman.


The Brief

The challenge was to communicate the benefits of quality sports nutrition as part of a well-rounded fitness and nutritional programme.

Maximuscle wanted to overcome the perception that protein products were designed purely for bodybuilders and professional athletes, as well as becoming the authority in the sports nutrition sector. The campaign had to reflect Maximuscle’s brand values by demonstrating the quality and integrity of their products, as well as their commitment to the promotion of a healthy lifestyle change.

Critical to overcoming this challenge would be our ability to demonstrate that everyone can achieve their fitness goals and ambitions with the right amount of nutrition, exercise and dedication.

The Solution

The solution to this challenge was a social media led campaign that followed the stories of three ‘average guys’ in pursuit of their individual fitness goals.

The Protein Project took the guys on the journey of a lifetime, providing them with expert nutritional advice, quality protein and leading training from some of the world’s best athletes, including GB boxer Amir Khan and England Rugby captain Chris Robshaw over the course of six months.

Social media was central to the success of this campaign. From shortlisting the contenders through to the declaration of the winner, the campaign would engage and enthral a highly active social media audience who could interact with each of the three contenders. Regular updates from every stage of the project were posted by both the brand and the competitors, ensuring a constant stream of relevant, multi-channel branded content.


The campaign surpassed all expectations, reaching a total of 12.7m people. The brand attracted close to 25,000 new followers during the campaign, representing a 48% increase, with Maximuscle breaking new ground by becoming the first sports nutrition brand to be active on Vine.

The activity established Maximuscle as the last word in sports nutrition, with the brand being named in the 2013 Social Brands 100 Index – a measure of the most influential social brands in the FMGC market.

In addition, the project won  ‘Best Social Media Campaign’ at the 2013 eCommerce Awards‘Best Integrated Campaign’ and  ‘Grand Prix Award’ at the 2013 UK Search Awards.

UK Search Awards 2013


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