Social audit, strategy, advertising and crisis planning case study detailing Affinitive’s work for MuscleTech.

1. Challenge
MuscleTech, a leading sports nutrition supplement brand,
was losing market share to upstart competitors and dealing
with misinformation about their products in a super-
competitive market full of consumer distrust. With the
ambitious launch of a new line of products looming, they
needed a concerted social media effort to reaffirm
MuscleTech’s position as being THE authority in the
bodybuilding space through a commitment to customer
service and galvanizing their customer base.
Solution
Working with brand, legal, and sales teams, a
comprehensive social media strategy was implemented
that included education, communication protocols and
crisis planning, as well as audience development,
promotions, and engagement strategies to reach and
activate their 18-34 year old male customer base. An online
knowledge base was created to counter misinformation
about their products and provide answers to common
customer service questions. Both advocates and detractors
were engaged through product sampling initiatives to foster
feedback and generate trial, reviews, and testimonials.
MuscleTech / Iovate Health Sciences

2. MuscleTech / Iovate Health Sciences
Results
• #1 Sports Nutrition Brand
• 800,000+ Facebook Fans
• 246% increase in post views
• New pre-workout supplement
became #2 best-selling product
within 60 days of launch
• 25M+ impressions and 100% increase
in engagement
• 1.5M YouTube video views
Services Provided
• Social Media Audit
• Social Media Strategy
• Social Media Monitoring
• Product Sampling
• Influencer Outreach
• Facebook Advertising
• Social Media Crisis Planning