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Client: Karuna Foundation
Title: Championing Plant-Based Eating
Type: Awareness
Duration: 7+ years
Role: Executive Director, Brand Manager
Agency: Effect Partners, GBC
Challenge
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Changing the perception that people need to eat animal protein to be strong and competitive in sports.
Insight
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Champion vegan bodybuilders and strength athletes are living proof that you can be strong and win elite championships on a plant-based diet
Solution
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Build an influencer brand from scratch
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Establish, trademark, and manage the Vegan Strong advocacy brand
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Enlist champion vegan bodybuilders and strength athletes as ambassadors
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Create all marketing channels, including social
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Secure national media and sell sponsorships
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Educate and exhibit at fitness expos across the country to target fitness enthusiasts
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Fundraise yearly for the annual budget
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Curate Vegan Strong Starter kit products from CPG brands and sell them to help fund the tour
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Revive the PlantBuilt team and double the competitive team size to compete in the prestigious Mr. America Sports Festival
Results
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Revenue: Generated tens of thousands in revenue and millions in media impressions
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Funding: Received annual grant funding for seven consecutive years
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Engagement: Exhibited at more than 25 major fitness expos across America
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Competition Success: In 2024, the Vegan Strong PlantBuilt Team won 55 medals (48 first place) at Mr. America 2024 in Powerlifting, Strongman, Kettlebell, and Bodybuilding