From 2022 to 2024, I had the honor of spearheading Muscle Milk's social media accounts. I was responsible for the brand's successful rebranding, Superbowl campaigns, and monthly original content, ensuring that we maintained a leading edge in the market. With my expertise, I was able to drive engagement and growth, delivering exceptional results for the company.
In 2022,
when I was first assigned to manage Muscle Milk’s online social media presence, I entered a distinctive and transformative phase for the brand. Recently acquired by Gatorade, Muscle Milk aimed to expand its reach beyond its original demographic. Historically perceived as a brand for a predominantly male audience focused on bodybuilding, we identified a strategic opportunity to redefine its image and showcase Muscle Milk's broader appeal.
Our objective was to introduce Muscle Milk to a wider audience, emphasizing that protein supplementation is not exclusively for bodybuilders but for anyone pursuing an active and holistic lifestyle. By shifting our focus from traditional gym-goers to a more diverse group of health-conscious individuals, we aimed to highlight the versatile benefits of Muscle Milk and position it as an essential component of a well-rounded, active life.
In 2023,
as the brand expanded and our online presence grew, we began to see significant mainstream appeal. Our team was approached to promote additional platforms beyond the Instagram and Twitter pages we had already established. This led to our involvement in promoting their Amazon page, and in the winter, we were entrusted with Gatorade's request to support their Superbowl initiative for the second time.
This was a pivotal milestone in my career, as it marked one of the largest campaigns I had the honor of leading. Recognizing the magnitude of this opportunity, we aimed to reintroduce the brand and promote it in unprecedented ways. Our innovative approach and strategic execution resulted in a highly successful launch, significantly bolstering Muscle Milk’s confidence in our capabilities.
The success of this campaign not only solidified our partnership but also granted us greater creative freedom for the 2024 campaign year, enabling us to continue driving the brand’s growth and broadening its appeal across diverse audiences.
In my final year, I was driven by a strong ambition to elevate our marketing efforts by promoting the everyday female athlete. I recognized a significant untapped market and felt it was crucial to highlight women in a way we hadn't before. Although we had previously featured women, it wasn't with the focus and authenticity I envisioned.
With each post dedicated to showcasing the strength, dedication, and diversity of women athletes, we witnessed record engagement and interaction with our brand. This approach not only solidified our partnership but also fostered a new mindset within Muscle Milk, emphasizing the importance and impact of embracing and celebrating women.
I want to take a moment to express my heartfelt gratitude to everyone at Muscle Milk and Gatorade for believing in my vision and embracing a new perspective on their product and messaging. This brand has always held a special place in my heart, and my time working with them will be something I cherish forever.
Leaving my agency and knowing I wouldn't continue to help shape their future felt surreal. However, I take pride in knowing that I gave my best and left the brand in a strong position poised for further growth. Thank you for the trust and collaboration—these experiences will always be a significant part of my professional journey.