Premier Nutrition Co.’s protein supplement products dominated Amazon Prime Big Deal Days last October, but only after its agency, Exverus Media, crafted a social-first media strategy that broke them out of the Amazon ecosystem and built a new path to purchase for health-conscious consumers.

The successful strategy resulted in Premier Protein shakes becoming the No. 1 items sold on Amazon across all products and categories during Prime Big Deal Days 2023. The campaign generated millions of press impressions; a 96% increase in Amazon return on ad spend, compared to previous Prime Days; a 56% increase in new-to-brand customer revenue compared to prior Prime Days; and a 47% boost in total brand engagements over previous Prime Days.

With a limited budget, Exverus Media was tasked with boosting Premier Nutrition’s brand engagement by 40%, increasing return on ad spend by 25% and bolstering new-to-brand sales on Amazon by 25%, all during Amazon’s two-day fall sales event.

The independent media agency was also responsible for beating out the company’s competition that had gained share over Premier Nutrition brands during previous Prime Days. To do that, Exverus Media decided to create a social-first strategy targeting health-conscious Gen Z and millennial customers on TikTok and Meta. Influencers shared videos on TikTok, Facebook and Instagram, showing them making recipes out of Premier Protein shakes. Athletes also created and shared content showing how they used Premier Nutrition product Dymatize in their workouts and muscle recoveries.

The brands leaned heavily into promoting discounts, responding to price inflation. They created a sense of urgency by having influencers add TikTok features such as the “Countdown Timer” and “Display Cards” that spotlighted limited-time promotions. A similar strategy was used on Facebook and Instagram Reels. The brands targeted consumers via these channels during optimal shopping times, driving shoppers to Amazon.