OPTIMUM NUTRITION

Content Strategy

Brief: Increasing the Optimum Nutrition brand experience across social media channels

💡 Optimum Nutrition’s global regions required a social audit and overall strategic direction to increase their presence and impact on digital content platforms

🤳 How can content play a much stronger role in increasing emotional resonance and mental availability for the consumer and position Optimum Nutrition as a trusted fitness guide on social platforms?

🏋️ What have Optimum Nutrition and its competitors done on social up to this point, what’s worked and what hasn’t, and where are the opportunities to make an impact?

Actions:

We approached the challenge in two phases - Discovery and Actions. The first was done in collaboration with Audience Labs who provided insights and analytics around the digital ecosystem of Optimum Nutrition and competitors to help inform and shape the resulting strategic direction. 

Discovery:

  • Met with key Optimum Nutrition stakeholders to understand business state of play and key company/marketing priorities

  • Analysed 12 month performance of Optimum Nutrition channels in addition to key competitors within the supplement space, as well as broader fitness and lifestyle brands

  • Understood the relationship between Optimum Nutrition and their athlete, ambassador and PT roster

  • Platform deep dive - fitness content trends, performance data, what the audience are looking for and understanding key content buckets

  • Surveyed key marketing and content/social members in Optimum Nutrition’s regional teams asking for their feedback on barriers, successes, what they’d like to do more/less of and where they’d like assistance from the global team

  • Ran workshop with Global Partnership and Content team on utilising podcasts for revenue through brand deals

  • Produced documents on improving the content and activation of existing formats

Actions:

📕 Created a content and social strategy handbook which included:

  • Content/Social Media landscape (focus on fitness)

  • Key platform priorities and why

  • The fitness content which works

  • Posting recommendations

  • Best practices for Optimum Nutrition brand integration

  • How to work with athletes, creators and consumers

  • Community Management and UGC

  • Optimum Nutrition’s persona and tone of voice

  • What to measure and how to define success

  • How to build an internal team and where/how to seek external support

  • Using internal Optimum Nutrition examples and those from other brands to illustrate points, acknowledge existing success and spark creativity

📊 Ran workshops with regional teams to share the handbook, discuss findings, answer questions and help shape a path forward

📈 Concluded by taking the President and the Marketing Vice President of EMEA & ASPAC at Glanbia (Optimum Nutrition’s parent company) through the key points arising and how to progress the plan further 

Feedback:

Bradley Pritchard, Senior Director of Brand Marketing (International) at Glanbia Performance Nutrition who was the project sponsor and key contact throughout the process said:

🗣️ ‘The opportunity and value to connect with consumers via social media channels has never been greater, and in an attempt to foster greater impact from our branded social media content, Optimum Nutrition partnered with Something About Us and leveraged the expertise of Will Gilgrass to help inspire and educate core markets on the key principles to enhance the overall impact from our content, build a stronger brand presence across our key channels and most importantly lay the foundations to enable the strategies’

There was Something About Optimum Nutrition - get in contact to find out what that Something is About Us ✨

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