Media Strategy & Focus:

• Established Animal Pak as the “Founding Father” of hardcore nutrition in an evolving supplement market.

• Targeted dedicated weightlifters, competitive bodybuilders, and fitness enthusiasts.

• Reinforced Animal Pak’s dominance through UGC-driven content and influencer partnerships.

• Cross-promoted with GNC and Vitamin Shoppe to increase retail velocity.

Media Plan & Execution:

• Platforms: Facebook, Instagram, YouTube, Google Display Network, GNC & Vitamin Shoppe Retail Media.

• Budget Allocation:

  • 40% Paid Social (Facebook/Instagram) – Focused on engagement and testimonials from professional bodybuilders.

  • 25% Google Search & Display – Targeted “best multivitamin for bodybuilding” and competitor searches.

  • 20% YouTube Pre-Roll – Documentary-style brand story videos with fitness influencers.

  • 15% Retail Promotions – In-store POS advertising and sponsored ads on GNC/Vitamin Shoppe websites.

Creative & Messaging Approach:

• Tagline: “The Original. The Unbreakable. The Legend.”

• Visual storytelling featuring Animal athletes in raw, intense workout settings.

• Gritty black-and-white visuals, reinforcing the hardcore, no-BS brand ethos.

• UGC-focused campaigns: Encouraged users to post training routines using #AnimalPak.

Results:

• 40% increase in online sales within the first six months.

• 55% increase in GNC & Vitamin Shoppe in-store sales for Animal Pak.

• 5M+ YouTube views on “What It Means to Be Animal” documentary ad.

• 30% reduction in CPA (cost per acquisition) through social retargeting.

Media Strategy & Focus:

• Launched Animal’s first-ever pre-workout supplement, targeting high-intensity trainers.

• Differentiated from competitors by emphasizing pure, no-filler formula.

• Drove first-time buyers through DTC (direct-to-consumer) strategy and retail partner exclusives.

Media Plan & Execution:

• Platforms: Facebook, Instagram, YouTube, Google Shopping, Affiliate Marketing.

• Budget Allocation:

  • 35% Paid Social (Meta, IG) – Aggressive prospecting ads with before-and-after training testimonials.

  • 25% Google Shopping – Focused on pre-workout category dominance.

  • 20% YouTube Influencers – Partnered with powerlifting and bodybuilding creators.

  • 10% Email/SMS – Early access promotions for Animal loyalty members.

  • 10% GNC & Vitamin Shoppe Digital Media – Co-branded landing pages with store locator CTAs.

Creative & Messaging Approach:

• Tagline: “Unleash Fury. No Gimmicks. No BS.”

• High-energy 30-second workout montage videos featuring sponsored athletes.

• Direct comparison ads highlighting clean formula vs. stimulant-heavy competitors.

• Instagram Reels of real-time gym performance tests.

Results:

• $2.3M in first-month sales, making it Animal’s most successful launch.

• 12% category market share within 3 months, overtaking multiple competitors.

• 70% of first-time buyers became repeat customers within 6 months.

• 50% ROAS increase on YouTube influencer-driven campaigns.

Media Strategy & Focus:

• Scaled Animal’s e-commerce site to compete with Amazon and retail partners.

• Personalized product recommendations to drive AOV (average order value).

• Focused on email automation, social commerce, and retargeting strategies.

Media Plan & Execution:

• Platforms: Facebook/Instagram, Google Shopping, Amazon Ads, Email/SMS.

• Budget Allocation:

  • 40% Google Shopping – Optimized search ads for “best whey protein for athletes.”

  • 30% Social Commerce – Instagram checkout & Facebook retargeting.

  • 20% Email/SMS Retention – Automated “subscribe & save” for whey orders.

  • 10% Amazon Ads – Sponsored product placements & keyword dominance.

Creative & Messaging Approach:

• Tagline: “Built for Athletes. Backed by Science.”

• Customer testimonial-driven ads: UGC photos and video reviews.

• Subscription model promotion: "Never Run Out – Save 15% on Recurring Orders."

• Dynamic retargeting: Abandoned cart emails + exclusive discounts.

Results:

• DTC revenue grew 120% YoY.

• 25% increase in customer LTV due to subscription model adoption.

• 35% higher engagement on Instagram commerce ads.

• Amazon became the #1 sales channel for Animal Whey within six months.

Media Strategy & Focus:

• Re-engaged past customers and built brand nostalgia.

• Celebrated 35 years of hardcore supplementation through digital storytelling.

• Exclusive anniversary edition products & bundle promotions.

Media Plan & Execution:

• Platforms: Facebook, Instagram, YouTube, Google Display, Retail Partners.

• Budget Allocation:

  • 40% Facebook/Instagram – Targeted past customers with legacy content.

  • 30% Google Display – Retargeting and branded placements.

  • 20% YouTube Video Ads – Highlighting 35 years of training evolution.

  • 10% GNC & Vitamin Shoppe In-Store Activations.

Creative & Messaging Approach:

• Tagline: “35 Years Strong. Same Hardcore Commitment.”

• Throwback content featuring old-school Animal Pak ads from the ‘90s.

• Instagram Stories of then vs. now bodybuilding transformations.

• Limited-edition packaging with “Collector’s Edition” badges.

Results:

• 43% increase in repeat customer purchases.

• 25% engagement boost on legacy-driven social posts.

• Anniversary bundles became #1 DTC sales driver for Q4 2018.

Media Strategy & Focus:

• Rebranded Animal Cuts with a cleaner, more effective formula.

• Positioned as a hardcore thermogenic for serious athletes.

• Integrated affiliate and influencer performance marketing.

Media Plan & Execution:

• Platforms: Google Search, Instagram, YouTube, Facebook, Fitness Forums.

• Budget Allocation:

  • 35% Paid Search – High-intent keywords like “best thermogenic for fat loss.”

  • 30% Influencer Partnerships – Lean fitness creators & transformation stories.

  • 20% Facebook/Instagram – Targeted fitness communities.

  • 15% Fitness Forums & Reddit AMAs – Educating consumers on the new formula.

Creative & Messaging Approach:

• Tagline: “Shred Harder. Burn Faster. No Fillers.”

• Side-by-side comparison ads of old vs. new formulas.

• Transformation stories with before-and-after progress shots.

• 30-day fat loss challenge with influencers to generate viral buzz.

Results:

• Product launch sold out within two weeks.

• 30% conversion rate increase from fitness-focused retargeting ads.

• Affiliate-driven sales exceeded forecasts by 50%.

• Revamped brand reputation with a 4.8/5 customer rating.