MuscleTech No Lead Campaign
Creative Lead | Campaign Concept | Art Direction | E-commerce Design | Paid Media Creative
When Consumer Reports identified MuscleTech Mass Gainer as the only protein powder tested with zero detectable lead, we had just two weeks to turn the moment into a meaningful brand campaign. Built around the idea "It's What's Inside That Counts," we created an integrated campaign that connected ingredient transparency with the values and ambitions of the people who use our products.
I helped lead the creative direction across website, social, paid media, Amazon, Walmart, and email, partnering with cross-functional teams to rapidly develop and launch campaign assets across every touchpoint.
THE SOLUTION
Rather than focusing solely on test results, we built the campaign around a simple insight: consumers want to know that what they put into their bodies reflects what they stand for. Through clean visuals, proof-driven messaging, and authentic storytelling, we positioned MuscleTech as a trusted leader in clean, science-backed performance nutrition.
WEBSITE & DTC EXPERIENCE
Bringing the campaign to life on MuscleTech.com through homepage updates, PDP storytelling, and educational moments that reinforced ingredient transparency and built trust.
+69% increase in US sessions month-over-month
79.7K sessions driven by Paid Social, Organic Social, and SEO
INTEGRATED CAMPAIGN VIDEO
Built around the idea that "It's What's Inside That Counts," we started by storyboarding a simple concept that connected ingredient transparency with the people who use our products. We partnered with our influencer community, asking them what the Consumer Reports findings meant to them and how it shaped their trust in MuscleTech. Their responses became the heart of the campaign, resulting in a video that felt authentic, human, and bigger than just performance.
22.7M+ Video Views
70% Completion Rate
65K+ Watch Hours
PAID SOCIAL
A series of social-first assets built around the idea that "It's What's Inside That Counts." Using simple ingredient visuals, proof-driven messaging, and clean creative, we translated a complex Consumer Reports finding into content that was easy to understand and scalable across Meta placements.
18.3M+ Impressions
$2.10 CPM
Highest-reaching channel of the campaign
DISPLAY BANNERS
A series of Google Display banners designed to extend the campaign beyond social and reinforce our clean ingredient story at scale. Using our simple protein-pour visual and proof-driven messaging, we created a flexible banner system that carried the "Clean Ingredients, The Only Brand With No Lead" message across formats and placements.
3.4M+ impressions
6.94% CTR
$0.04 CPC
One of the campaign's strongest engagement-driving channels
AMAZON BRAND EXPERIENCE
To ensure the campaign extended beyond paid media, I brought the "It's What's Inside That Counts" message into the Amazon shopping experience. I adapted the campaign across the Brand Store, About Us content, and From the Brand modules, creating a consistent story around clean ingredients, transparency, and product quality wherever shoppers encountered the brand.
Redesigned the About Us experience to reinforce MuscleTech's commitment to quality and testing
Created a consistent brand story across key Amazon shopper touchpoints
Contributed to $13.8M in ordered product sales during the campaign period
