18 million views: Proving innovation can outperform traditional media spend
Arla Protein wanted to penetrate the Greek market further, grow the category, and attract new consumers in a space where every competitor was doing and saying the same thing: using traditional media channels and talking about muscles and gym gains. Rather than promoting the brand through expensive, traditional routes, we chose to disrupt the market by exploring new, unconventional ways to connect.
Together, we developed Find Your Drive, an entertainment-led concept produced as four webisodes on YouTube and social media. Olympic pole vaulter Emmanouil “Manolo” Karalis hosted the show, cheering on four carefully selected micro-influencers as they tested their limits and competed in unexpected disciplines - on land, in water, and almost in the air.
By mixing humour, energy and authentic talent, the format inspired people to move rather than just focus on muscles.
The result: Find Your Drive reached 18 million views, reframed the role of protein, and proved that marketing innovation can outperform traditional media spend.
