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Dr Teal's NFL Program

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.