Although the brief was highly product-focused, in a price-sensitive market, we knew it was crucial to build brand salience and, first and foremost, make YoPRO a choice for a new segment, especially since it was originally connected with gym rats.

Our research showed that for people already committed to keeping active, the challenge isn’t starting—it’s staying consistent. And what many of them didn’t realise is that achieving better performance isn’t just about training harder; it’s about recovering smarter, which is what YoPRO’s micronutrients do.

So, together with our YoPRO Masters—a personal trainer and a nutritionist—we co-created The In-Between Training Plan, a personalised programme designed to help a sporty, influential crew navigate real-life challenges. From a travel creator always on the move to a new father, a busy radio host, and a young creator living abroad, each relied on YoPRO to maintain consistency while highlighting the importance of pausing, nutrition, and rest as part of the training.

This paid campaign was combined with organic seeding: seven out of ten creators contacted went on to publish 14 pieces of organic content, reaching more than 29k people.