Founded in 2004, Myprotein is a European leader in sports nutrition & fitness products. They help millions of athletes pushing their limits by providing powder, snacks, clothing, vitamins and even gaming accessories. Most importantly, the company relies on its brand message to build a unique community of millions of sports lovers on Instagram only.
In a crowded and very competitive market, one of the main challenges for Myprotein is building a strong brand that retains and attracts the right customers in each target market. They achieved that by relying on a very strong community of brand ambassadors. In a French market where Myprotein is looking to expand, a key mission of the French Influencer Marketing team is to efficiently & creatively finding & managing sports creators to amplify the brand message.
Axel Falempin, Country Manager for France, and Karolina Wachel, Influencer Marketing Manager for France at Myprotein, shares with us how MyProtein is constantly innovating to help the brand cut through the noise of social platforms and reach target customers.
Myprotein is investing a lot in influencer marketing, and for good reasons: influence marketing shows a ROI much higher than other digital channels. Depending on the context and the profile of the content creator, the brand uses talents to increase brand awareness, build brand equity around their key messages or directly promote their products.
As a company targeting athletes and sports enthusiasts, it is only normal that Myprotein teams up with sports influencers and creators that inspires their communities around sports. More and more, Myprotein made the choice to work with profiles that have a real credibility as sports athletes in their niche, whether it’s fitness, American football, basket or even volley.
As a global brand with an approach targeting multiple sports & activities, Myprotein had a challenge to identify and connect with the right ambassadors, at scale. There’s (literally) a million sports creators out there, and navigating this wide pool can be (very) time-consuming.
We first had a 30-min call with the Axel & Karolina to understand the brand, its positioning and objectives. It enabled us to qualify the relation and understand how we could help. Then, Myprotein spent 3 minutes submitting a brief through Pondeo, detailing what was their precise need for a sports creator (goal), how much they were willing to pay (budget) and a team member’s contact info (contact detail).
After reviewing the brief, we reach out to 3 of the creators onboarded on Pondeo & that we thought were a good fit for the brand. Since those creators are part of our base, we were able to directly reach out to them and get answer quickly: within 48 hours, we were able to propose 3 qualified profiles that responded positively to working with Myprotein. Karolina shares:
“Pondeo is such a time-saver ! Setting up new projects with an influencer agency usually take several weeks and a lot of back-and-forth emails. With Pondeo, it took us 1 online brief, 2 emails and 1 call to reach an agreement. Also, Pondeo brings all the necessary information that we need to make our case internally in order to justify the budgets, assess the deliverables and the deadlines.”
Obviously this is still the very beginning and we’re working with Myprotein to build the best experience for both sports creators and brands. Moving forward, we plan to help marketing teams save up to 90% of the time spent on collaborating with sports creators, making time to scale and do more collaborations with more creators.