The fitness industry on social channels are awash with famous ambassadors giving serious advice in a serious tone about serious workouts and serious diets. We wanted to set ourselves apart from the rest of the industry by using humour to speak to our audience. Yes we want to be in great shape, but why can’t we have a laugh while we do it? So we used our brand ambassadors in an unexpected way; by putting their tongues firmly in their muscular cheeks and giving advice on various aspects of life. Our stars gave advice on everything from gardening to lung capacity to, well, giving advice. While the tone was jokey, the message was serious – by using Bulk Powders and getting in great shape, your performances will improve not just in the gym or on the track, but in everyday life itself.

Dominate Life became our absurd over-the-top rallying cry, encouraging gym goers everywhere to 'win' at everyday tasks. A brand film landed the concept, but we used our talent in a very different way by writing bespoke scenarios for each of them based on their personalities. Anthony Joshua gave a motivational speech to a bonsai tree, Tom Daley taught us about value using toothpaste and Lucy Watson used her cutting verbal style to dominate conversations. Each one ran on their social channels and ours.

42 % uplift in sales YOY (volume)

46% uplift in brand advocacy

33% uplift in brand consideration

27% uplift in brand awareness

954,000 YouTube hits

Over 2 million Instagram views

Over 400k Twitter views