From sale to scale: the creative engine behind Myprotein’s record ‘Impact Week’

The Challenge

Impact Week was Myprotein's biggest global sales moment, but years of discount-led messaging had left the campaign creatively fatigued and over-reliant on a single hook. Scaling growth targets demanded a complete rethink, moving beyond a pure sale event into something with broader brand and commercial impact.

The Strategy

Myprotein and In Digital came together to transform Impact Week from a sale into a brand event.

Execution and Innovation

For the first time, creative, data, media and automation were unified into one continuous system. AI-assisted design tools enabled rapid variation and instant localisation at scale, producing over 1,000 tailored channel assets without increasing production costs, transforming Impact Week from a sale into a full brand event powered by bold creative and a repeatable performance engine.

Results

CTR rose 75% YoY, new customers grew 151%, and revenue surged 222%, with the scalable creative and tech framework continuing to power Myprotein's global performance beyond the campaign.

Judges' Verdict

"A masterclass in modern creative strategy — transforming a 'tired' performance model into a dynamic, AI-powered creativity system that generated massive asset diversity while strictly adhering to zero increase in production costs."

"Intelligence and tech can overcome the limitations of a fixed budget; Myprotein built a measurable, future-proof model for high-performance creative at scale."