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Hop&Co. Case Studies

Hop&Co. and SCI-MX | Reigniting the Brand

Sports nutrition brand SCI-MX hit the refresh button in July 2023 and, as part of its resurgence, onboarded Hop&Co. as its new full-service agency partner.

Our brief was to ensure that the industry and heritage users alike knew SCI-MX was back with a vengeance and to expand it into the female market. We aimed to seamlessly integrate SCI-MX protein products into the lifestyle and well-being arena, giving what had been predominantly a male product a new home on the kitchen counter as everyday nutrition for both sexes.

We orchestrated two dynamic events in one day, simultaneously announcing the triumphant return of SCI-MX to the sports and nutrition game, launching a unique pre-workout product, X-PLODE, and introducing inaugural Brand Champion, celebrity Davide Sanclimenti.

Client:

SCI-MX

Services:

  • Experiential marketing
  • Event management
  • Influencer and celebrity activity
  • Print and digital creation
  • Public Relations
  • Organic social media
  • Production
  • Videography
  • Photography

To turn the dial on audience demographics and pique interest across the brand’s digital channels, we launched two campaigns, I AM STRONG and 24KME, creating content climaxes alongside the constant drumbeat of our day-to-day tactics.

We launched the I AM STRONG campaign in December with a high-powered influencer fitness event hosted at Zeno in Manchester city centre followed by an exhilarating International Women’s Day event, part of 24KME, which highlighted the strength and resilience of women with a boxing master class led by British professional boxer and brand ambassador Savannah Marshall.

Our 360-marketing approach to reignite the brand encompassed traditional and digital PR, organic social media, strategic new product launches, and influencer marketing, all working to boost brand awareness and engagement while driving consumers to the D2C website.

Objectives

Our multi-fold objectives for reigniting the SCI-MX brand:

  • Boosting brand awareness.
  • Driving engagement.
  • Building audience relationships.
  • Showcasing SCI-MX as a trusted brand with a purpose.
  • Kickstarting digital presence.
  • Driving consumers to D2C website.
  • Launching new products.
  • Growing product knowledge.
  • Fostering a sense of community.
  • Telling down-to-earth stories with a mix of content, authentic aesthetic, and holistic approach to health / mental health.

Strategy

Our strategy fell into two workstreams: workstream one, the constant, forever drumbeat, that used a multi-faceted approach, and workstream two, creative campaigns that drove real content peaks on top of the more everyday marketing tactics.

Workstream one, our multi-faceted approach, was crafted to transform the brand by identifying and addressing specific problem areas that were preventing optimum growth. Our constant focus areas were storytelling, 24/7 press office, product launches, reviews and awards, product placement, digital placement and backlinks, expert-led content, and crafting organic social media content.

Workstream two, our creative campaigns that drove real interest and wide-stretching brand awareness, falls into three different names:

  • SCI-MX and Davide X-PLODE onto the scene
  • I AM STRONG
  • 24KME

Here is a snapshot of all three highly successful mini campaigns that played into the overall campaign strategy to relaunch the brand with a bang!

SCI-MX and Davide X-PLODEs onto the scene

Wake up the day with Davide

Team Hop&Co kicked off with two events in one day, announcing the return of SCI-MX and launching pre-workout product X-PLODE, along with an exciting celebrity Brand Champion, ensuring that both the industry and consumers alike knew the brand was back.

We knew X-PLODE was set to redefine the world of pre-workout and energy nutrition, so it needed a launch event to suit. We kicked off with an X-PLOSIVE ‘Wake Up the Day with Davide’ event at Covent Garden’s IceTank, bringing together fitness enthusiasts to buck the trend of dark mornings impacting Brits’ get up and go. Our strategic media outreach approach generated buzz around X-PLODE’s innovative features whilst ensuring our curated list of fitness influencers amplified the event’s reach.

Team Hop&Co. welcomed fitness influencers with a pre-workout X-PLODE followed by an energetic workout with Davide and culminating in X-PLODING confetti canons to shout that SCI-MX is back with a bang. Guests were invited to browse the SCI-MX products and to meet and greet Davide and the brains behind the new product, Matt Durkin and Parminder Singh.

We kept the momentum going with an evening launch party at the OXO Tower in London’s South Bank, filled with the British press, influencers, celebrities, sportspeople, and TV personalities. Our pre-event strategy, flawless event production, and compelling content ensured a seamless post-launch elevation, complete with X-plosive SCI-MX cocktails, larger-than-life X-PLODE cans, luminous hula hoopers, glow-in-the-dark stilt walkers, product taste-testing, 360-booth camera, punching machine, and dance battle machine, all to the panoramic backdrop of London’s iconic city skyline. The PR efforts and social media buzz successfully connected minds and brands, contributing to the event's triumph.

I AM STRONG

I Am Strong

SCI-MX’s ethos is all about empowering diverse goals with performance-focused products. But rather than simply shouting about the physical perks, we decided to focus on celebrating stories of strength and resilience, shining a spotlight on brave individuals who've faced tough times and emerged stronger on the other side. Our I AM STRONG campaign celebrated the human spirit, highlighting stories of those who have faced adversity and showcasing the incredible power of inner strength and determination. We believe these narratives hold a unique power - emphasising both physical strength and the extraordinary resolve that enables individuals to rise above their circumstances.

We collaborated with a continual flurry of influencers, from Sophie Lee to William Googe, and micro-influencers like Milly Pickles, sharing their stories across digital platforms from September to December before creating an in-person event to bring the campaign to a climax.

Our influencer guest list was treated to an invigorating fitness session followed by the opportunity to sample SCI-MX protein shakes and network with like-minded individuals. Brand ambassador Davide Sanclimenti was in attendance along with special guest Sophie Lee, a motivational speaker who embarked on an inspiring journey of resilience following a life-altering fire accident. The event concluded with the distribution of SCI-MX goodie bags, leaving a lasting impact and fostering a sense of community and empowerment.

The content captured was strategically shared on SCI-MX social media platforms and other online touchpoints, enhancing brand visibility and engagement. The influencers amplified the event’s reach on their own social channels, driving engagement and solidifying SCI-MX's position as a prominent player in the fitness and nutrition space.

24KME

24KME image

Hop&Co. wanted to embody the spirit of becoming the best version of yourself in 2024. The inclusive initiative welcomes individuals at all stages of their fitness and well-being journey, inviting both existing followers and newcomers to join the #24KME community club for free. This club offers access to a team of experts, including nutritionists, personal trainers, and well-being coaches, who will provide guidance and support to members on their journey towards their "best year yet". Members receive regular emails varying from exclusive workout videos to recipes, offers, free products, and the opportunity to attend monthly events.

The second event of the year for the 24KME members was a celebration of the female spirit on International Women’s Day. We brought together fitness enthusiasts and 24KME influencers to celebrate by orchestrating a dynamic event filled with inspiring workouts and insightful panel discussions.

Our IWD event highlighted the strength and resilience of women whilst championing female empowerment and well-being. We kicked off with a boxing masterclass led by professional world champion boxer and SCI-MX brand champion Savannah Marshall, followed by a meet-and-greet, the chance to network with like-minded women, and an engaging panel discussion featuring Savannah alongside special guests – life coach Suzanne Griffiths, nutritionist Kate Withington, and up-and-coming 16-year-old motorsport star Macie Hitter.

Championing female empowerment and well-being, every moment was a testament to the power of women supporting other women.

Our carefully curated guest list also had a chance to get stuck into a well-earned recovery treat post-workout in the form of new SCI-MX Clear Whey Protein Isolate. The distribution of SCI-MX goodie bags left a lasting impact and fostered a sense of community.

Did it work?

Hop continually reviewed and iterated its strategy across all of its mini-campaigns to ensure that we continued momentum and achieved success. Here is how we achieved and continue to achieve all of our objectives.

Boosting brand awareness:

Our objective to boost brand awareness was a multifaceted endeavour that required a strategic approach encompassing various channels and tactics.

Team Hop leveraged digital platforms such as social media, search engine optimisation (SEO) led content and a 24/7 press office function to help reach a wider audience and increase visibility. We also engaged in influencer partnerships in a paid and gifted manner, built partnerships with sports organisations and charities, and participated in community initiatives to raise brand awareness by connecting with target demographics on a more personal level.

By following our brand bible, we ensured consistency in messaging, visuals, and brand identity across all touchpoints, reinforcing brand recognition and recall. Additionally, we continued to create memorable and shareable content through storytelling, user-generated content campaigns, or interactive experiences to help spark conversations and amplify brand reach.

By combining these efforts with analytics and measurement tools to track progress and optimise our strategies, we effectively elevated brand awareness and established a more substantial presence in the market.

Driving engagement | Building audience relationships | Fostering a sense of community:

To ensure we persistently drove engagement, we implemented strategies to captivate and involve the audience, fostering meaningful interactions and connections with the brand.

Across all areas of the campaigns, we created compelling and relevant content that resonated with the target audience's interests, needs, and values. We also spent time actively engaging with followers by responding to comments, initiating discussions, and soliciting feedback, demonstrating a commitment to building relationships and listening to the community. We agreed early on that SCI-MX wanted a very personal approach, with first names being used in all communications to ensure that the audience felt part of something, part of the SCI-MX family.

We also adopted a competitive approach, introducing monthly competitions to win prizes as well as free products, experiences, and exclusive event attendance, further incentivising engagement and encouraging participation.

By continuously monitoring metrics and analysing insights, we refined our engagement strategies, adapted to audience preferences, and cultivated a loyal and involved community around their brand.

Showcasing SCI-MX as a trusted brand with a purpose:

SCI-MX has positioned itself as a trusted brand with a clear purpose by prioritising transparency, quality, and community impact. In every idea and tactic we undertook, we ensured the brand’s voice was one of personality but also warmth, expertise, and trust.

In month one, we began harnessing customer and journalistic reviews using a dynamic approach to cultivate trust in the brand. Customer reviews offered authentic insights into the first-hand experiences of individuals, serving as valuable social proof that resonated with potential buyers. We made sure we showcased positive customer feedback and demonstrated the brand’s transparency and reliability, reassuring consumers of the quality and satisfaction associated with its products.

Meanwhile, journalist reviews provided an additional layer of credibility. Featuring endorsements from reputable journalists and industry experts reinforced the brand's credibility and amplified its visibility and authority within the market. By strategically leveraging both customer and journalist reviews, we effectively build trust amongst its audience, fostering long-term loyalty and advocacy for its offerings.

Moreover, the brand actively engaged with its community through educational content, fitness events, and partnerships with experts in the health and wellness industry, demonstrating a genuine commitment to empowering individuals on their fitness journeys.

Beyond delivering premium products, SCI-MX is dedicated to making a positive difference in the world by supporting initiatives that promote health, sustainability, and social responsibility. By consistently embodying these values and principles, SCI-MX has established itself as more than just a provider of nutritional supplements but as a trusted ally and advocate for individuals striving to live healthier, more fulfilling lives.

Kickstarting digital presence:

We were on a mission to revive SCI-MX’s dormant digital presence, and it required strategic planning and an innovative approach. By conducting thorough market research and understanding current consumer trends, we identified opportunities to reconnect with our target audience. Leveraging social media platforms, content marketing, and search engine optimisation (SEO), we crafted a compelling narrative and visually engaging content that resonated with our audience. Through consistent and authentic communication, we reinvigorated interest in the brand, sparking conversations and driving engagement. By staying agile and adapting to evolving digital landscapes, we successfully kick-started our digital presence, breathing new life into our brand and establishing a solid foundation for future growth.

Driving consumers to the D2C website:

Firstly, we kept a close eye on sales data before, during, and after each campaign and analysed it to ascertain if there was an increase in sales or revenue. SCI-MX saw a demonstrable increase in sales of certain highlighted products, such as X-PLODE, across key campaign periods in both retail and e-comm. It also saw buyers within the retail environment contact the brand to get their hands on the product.

Secondly, monitoring website analytics continued to show the campaign’s success by driving more traffic to the company's website and landing pages, indicating its impact on online visibility and engagement. We also witnessed key peaks in traffic when specific activations went live – such as the October launch event.

Launching new products:

In our time together so far, we have supported the brand with not one but three product launches –all bringing clear results. Effective communication, networking, and influence were the cornerstones of our ongoing success in these product launches. We engaged stakeholders through clear channels and aligned goals. Collaborating with industry influencers and media amplified our message, resulting in positive coverage and reviews. Securing buy-in from retail decision-makers showcased our ability to influence, leveraging insights from the new product development team. These efforts built transparent, reliable relationships, fostering trust among all parties. The launch campaigns exceeded expectations, garnering trade coverage and influencers proactively promoting our product. This success solidified our reputation as a trusted agency.

Growing product knowledge:

We enhanced consumer and trade product knowledge by leveraging the expertise of SCI-MX in-house NPD and nutrition professionals in our strategic approach. By tapping into the insights and knowledge of these experts, we effectively educated both consumers and trade partners about SCI-MX’s products. Our continued collaboration with these in-house specialists saw us create informative content, arrange event attendance, and craft advice pieces. Through ongoing press office activities, we actively saw the media reach out to the brand for their insight. This approach saw us provide authoritative and credible information, which built trust with consumers and strengthened our relationships with trade partners. It also fostered a deeper understanding of products, their benefits, and their applications, ultimately driving increased confidence and satisfaction among consumers and our identified trade stakeholders.

Telling down-to-earth stories with a mix of content, authentic aesthetic, and holistic approach to health / mental health:

We embraced a down-to-earth storytelling approach, weaving together a diverse range of content that reflected the brand’s authentic aesthetic and holistic perspective on health and mental well-being. Through relatable narratives and genuine experiences, we connected with SCI-MX’s audience on a personal level, fostering trust and understanding. Our content not only educated and inspired but also empowered individuals to prioritise their overall well-being, recognising the interconnectedness of physical and mental health.

Seven months into our campaign, we have achieved key media coverage in UK national titles, including Men’s Health, OK Magazine, Mail Online, The Telegraph, The Sun, The Daily Star, The Standard, Heatworld, Women’s Health, Runners World, Expert Reviews, and Food & Drink Technology.

The Results

Reigniting the brand...

PR stats to date:

  • 380M online readership
  • 41.9M audience
  • Average DA: 65
  • 123 pieces of media coverage (122 online)
  • 30 press releases

Content stats to date:

  • 42 blog posts
  • Adapted TOV as we grow and develop
  • Speaking to different audiences.
  • Signed up four 24KME experts to give more in-depth and less self-serving online and social media content:
    o Dr Amos Ogunkoya – GP & sports & exercise medicine specialist
    o Suzanne Griffiths – life coach
    o Kate Withington – BSC-certified nutritionist
    o Harrison Dowling – fitness specialist & coach

24KME email activity stats:

  • 550 subscribers in two months.
  • Average 62% open rate.
  • Over 13% click rate.

The Results

Organic social media stats...

Instagram stats to date:

  • Impressions: 2,811,711 | +24.19K% evolution
  • Accounts reached: 2,207,216 | +65.88K% evolution
  • Website clicks: 1,273 | +671.52% evolution
  • Profile Visits: 70,178 | +4.11K% evolution

Facebook stats to date:

  • Impressions: 2,838,545 | +25.64K% evolution
  • Account Reached: 2,316,932 | +43.82K% evolution
  • Post engagements: 3,390 | +7.11K% evolution
  • Clicks: 2,557 | +7.42K% evolution

Influencers:

  • 20 paid influencer collaborations to date.
  • 30 non-paid influencer collaborations (excluding events).
  • 25 affiliate influencer collaborations to date.
  • 130 influencer collaborations at events.

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