Our original “Save the Bros” campaign set out to inform bros about the scary chemicals and artificial ingredients inside their protein shakes. Despite our viral success, there were still millions of bros needing to be saved. We realized that there was a major sociocultural barrier to achieving the change we sought: talking to a bro about his protein can be a seriously awkward conversation. Enter the Brononymous Hotline, a real Twitter app that let concerned friends and family anonymously tweet a bro with one of 7 custom bro-tailored videos about their excessive use of hair gel, innuendos, gold chains and sketchy protein––neatly paired with a coupon to try Organic Fuel. All you had to do was enter your bro’s twitter handle and select the most relevant video, and we did the rest. Your bro never knew it came from you. But he got the help he needed.

We launched the Bronymous Hotline with a 2 minute, 23 second video placed on YouTube and Facebook. The video introduced people to the Brononymous Hotline and encouraged people to tweet a bro brononymously at SaveTheBros.com. On the site, people could view 7 other custom bro-intervention videos that warned bros about their excess use of either gold chains, pick up lines, tribal tattoos or, of course, sketchy protein. We created a real twitter app that then let people tweet a bro anonymously by simply entering their bro’s twitter handle and selecting the appropriate video. We then delivered the tweet for them from our @brohotline account. The bro then received a unique direct @tweet that had a link to the video and the coupon to try Organic Fuel. Over 15,000 tweets were brononymously sent to bros around the world, and they’re still at it.

20 million total views on Youtube and Facebook

150,000 campaign shares

15,000 “Brononymous” tweets from users via the Brononymous Hotline site

125,000 site visits

25,000 coupon views

Press coverage from outlets like FastCompany, Bro Bible, Adweek, Contently, Brand Republic, and AOL Advertising

By the end of the summer, Chocolate Organic Fuel had become the #1 selling Organic Protein Shake in the Mainstream Food Channel. (Vanilla Organic Fuel was #2.) (IRI: SPINS Conventional - Mainstream MULO Drug Ttl US 4 & 12 weeks ending 8/9/2015.)