Overview:

Myprotein, a leading global health and fitness brand, sought to scale their influencer marketing programme to drive sustained growth and maximise ROI. With a strong foundation in influencer partnerships, they aimed to significantly grow the channel’s revenue and ensure long-term profitability.

Role:

We led the strategic scaling of Myprotein’s influencer marketing programme, growing it from a six-figure to an eight-figure monthly channel while overseeing a network of over 5,000 global influencers. Additionally, we introduced a process for calculating influencer fees, ensuring the programme remained profitable and sustainable as it expanded.

Key Contributions:

Scaled Myprotein’s influencer programme, increasing revenue from six to eight figures monthly by expanding the influencer network and refining engagement strategies.

Managed a diverse portfolio of over 5,000 influencers worldwide, developing tailored strategies to suit regional markets and maximise impact across different demographics.

Introduced a robust methodology for calculating influencer fees, improving the programme’s profitability and ensuring long-term sustainability. This process was adopted across the wider THG group as a standard.

Myprotein’s influencer marketing became a cornerstone of their global strategy, driving significant revenue growth and establishing a scalable, profitable channel that now serves as a benchmark within THG.