Through a mix of stills, short-form and longer-form content, we created a robust content series that told the story of the athletes’ full training routines — workout through recovery with Dr Teal’s, reinforcing the brand’s role in faster muscle recovery. The content was strategically supported through media interviews with each athlete, garnering high-profile coverage in USA Today, NFL Total Access and Sirius XM Radio, among others.

And the campaign took off — generating 362 MM earned media impressions and 1.2 MM social media impressions (to date). The campaign has firmly established Dr Teal’s epsom salt soaks as an important part of an athlete’s training regimen and driven consideration among a key new audience.