Dr Teal’s NFL Program

In 2019, Dr Teal’s established the goal of recruiting men to the brand and increasing their usage of the epsom salt soaks. Setting the stage for a campaign that drove brand resonance in a new demographic, leading to 2x program reprises.

Role: Program Strategist, Brand Planner, Communications Strategist, Talent Strategist

DIGITAL STRATEGY

The Question: How do you get more men to start taking epsom salt baths?

The Answer: Elevate the brand’s role as a tool for athletes in muscle recovery and restoration told by the people who need the product most – NFL players at the peak of their game.

The right Program

We developed an earned, social, media and talent-led campaign built on leveraging credible voices who understood the muscle recovery benefits of Dr Teal’s Epsom Salt soaks firsthand — elite NFL athletes.

the right Talent

As the NFL season kicked off, we worked with two NFL athletes who had relevant and impactful stories going into the 2019-20 season: Rams All-Pro Defensive Tackle Aaron Donald, who was recently ranked #1 on the NFL Top 100 Players of 2019 list, and Cowboys legend Jason Witten, who was coming out of retirement to play in his 16th season.

the right Content

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 Results

The campaign took off — generating 362M earned media impressions high-profile coverage in USA Today, NFL Total Access and Sirius XM Radio, among others. With an additional 1.2M+ social media impressions, 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. Since then the campaign has been reprised annually with expanded talent rosters and even great results year over year, proving a sound strategy for the brand to hang its hat on.