Nulo “Fuel Incredible”

Nulo “Fuel Incredible” is a compelling marketing campaign that embraces the meaningful impact pets have on mental wellness, celebrating both world-class achievements and the everyday moments of eight Team USA athletes: Simone Biles, Caeleb Dressel, Gabby Thomas, Regan Smith, Ryan Crouser, Chase Kalisz, Anna Hall and Jessica Long. Launched around the 2024 Paris Olympics and Paralympics, it emphasizes the importance of nutrition for both athletes and their pet companions, positioning Nulo as a vital source of fuel for their shared journey to peak performance. While every athlete dreams of victory, it is their four-legged partners who provide silent, steadfast support throughout their quest for excellence. The campaign featured a mix of digital media, print and television ads. The cornerstone was a 60-second television spot titled "Every Dream They Hold," which showcased Nulo’s team of athlete ambassadors and their pets and aired nationally on Peacock and ESPN, as well as locally on NBC in priority markets. Content from the campaign ran through additional avenues, including social and programmatic in priority markets and athlete hometowns, OOH and print in Olympic Trials markets and digital content in major DMAs. Paid creative content featuring the team of athlete ambassadors was also supplemented by an integrated organic social and earned media effort. “Every Dream They Hold” ranked in the top 1% of U.S. ads for short-term sales potential and exceeded average benchmarks for eliciting an overall "love" reaction from viewers, with 80% of viewers associating Nulo as an Olympic sponsor despite no official association. Google Trends data revealed a 17% increase in searches within 24 hours following gold medal wins by Nulo athlete ambassadors, and key website actions also surged, with a 21% increase in organic visits, +29% in “Shop Now” clicks and +33% in engaged sessions during the campaign period. Nulo's Olympic media investment generated over 230 million impressions across paid channels, delivering significant incremental sales during the campaign period. With the help of authentic partnerships with accomplished athlete ambassadors, Fuel Incredible exemplified the power of storytelling in fostering a deep connection between brand, audience and mission.