Influencer Marketing Strategy
Lifestyle
MyProtein’s Influencer Marketing Strategy
Myprotein has successfully leveraged influencer marketing to become a global leader in sports nutrition. Founded in 2004 by Oliver Cookson with a small overdraft, the brand has since expanded to 56 international markets, achieving significant growth in Japan. Myprotein engages with the fitness community through educational content on YouTube, TikTok, and Instagram, debunking myths and offering fitness advice. Their diverse influencer partnerships, from athletes like Joe Wicks and Terry Crews to lifestyle influencers such as Molly Mae, have helped broaden their audience.
Beyond traditional gym-goers, Myprotein has tapped into the wellness-focused market by collaborating with influencers who promote holistic health tand balanced lifestyles. Viral campaigns, such as Terry Crews’ motivational TikToks and Michelle Pot’s smoothie videos, generate significant engagement, making Myprotein a relatable and trusted brand.
User-generated content plays a vital role in their strategy, with influencers like Josh Dobson producing multi-part review series that enhance credibility. Additionally, their partnership with Formula 1’s Williams Racing has strengthened their reputation in sports performance and sustainability. Strategic giveaways, including exclusive event access and product bundles, further fuel community interaction. By consistently engaging with audiences through education, influencer collaborations, and brand partnerships, Myprotein has built a scalable and effective marketing approach that continues to drive growth and global success.
Sales:
Myprotein’s expansion into international markets has contributed to its impressive sales growth, particularly in Japan, where sales increased by over 400% between 2017 and 2020. Their influencer collaborations and educational content have driven product awareness and customer engagement, leading to higher conversions. Viral TikTok campaigns featuring Terry Crews and Michelle Pot, along with a 30-part UGC series by Josh Dobson, have generated millions of views, increasing product visibility. The affiliate program also incentivizes influencers to promote Myprotein products, further boosting sales.
Collaboration:
Myprotein partners with a wide range of influencers, from professional athletes like Israel Adesanya and Matt Morsia to social media figures like Ashley Nocera and Bethcarlinofitness. Their strategic partnerships with lifestyle influencers, such as reality TV star Molly Mae, have allowed them to expand beyond the traditional fitness audience. Myprotein also collaborates with major brands, including Williams Racing in Formula 1, highlighting their commitment to sports performance and sustainability. Additionally, their engaging giveaways, such as offering a trip to see Israel Adesanya fight, generate significant user interaction and brand loyalty.
Written By:
Heather Dinman