The creative idea is a short, 15 second online film that captures two kinds of athletes in the gym and how they work out. One is someone determined to get better. The other is someone posing and preening for the camera, only thinking about the likes she may get on social media after the gym. The video heroes the one who’s making the hard choice of ignoring her desire for likes online, and striving to just finish her set and get better at her sport.

We posted our video in places where athletes post gym selfies. Facebook groups, blogs, YouTube and Twitter accounts that proliferate social media with gym selfie picures, posts, videos, etc. And we showed them the true athlete – one who isn’t concerned with social media at all, but instead just wants to get better. She’s the one who “wants it more.”

With zero in paid media, the videos have garnered over 3.2 million organic views on YouTube alone and a reach of 2.5 million people in the first month of the campaign.