Optimum Nutrition Brand Campaign: “What’s Your Number?”

The “What’s Your Number?” campaign sought to revolutionise protein awareness by addressing a critical knowledge gap: many consumers understand the importance of protein but are unsure how much they need or how to incorporate it into their diets effectively. At the heart of the campaign was the new Optimum Nutrition Protein Calculator, a tool designed to help users determine their personalised protein requirements and integrate them seamlessly into their daily routine.

As part of the broader campaign, the “Enough on Your Plate?” initiative demonstrated how Optimum Nutrition’s products could be effortlessly incorporated into everyday meals. With 50 quick, innovative recipes ranging from protein-packed breakfasts to snacks and desserts, this initiative redefined how consumers view and use whey protein. Four thematic shoots in a state-of-the-art kitchen produced visually engaging, high-quality content, including step-by-step recipe demonstrations, nutritional insights, and dynamic TikTok transitions.

The campaign’s educational and interactive approach drove extraordinary engagement, particularly on TikTok, where it achieved rates of 41.7% and 74.2%—well above the industry benchmark of 2.6%. By encouraging consumers to discover their “number” and providing practical, creative solutions to meet their goals, “What’s Your Number?” positioned Optimum Nutrition as a trusted partner in health and wellness.

This award-winning campaign not only empowered consumers to unlock their full potential but also solidified Optimum Nutrition’s status as a leader in personalised protein solutions.