Food & DrinkAvonmore Protein Milk × Thammy Nguyen — Day-in-the-Life Series
Avonmore Protein Milk followed weightlifter Thammy Nguyen through a real day, turning authentic athlete storytelling into multi-platform social content.
Overview
The campaign
Avonmore Protein Milk partnered with Sport Endorse to bring its "Bring Your All" platform to life through Irish weightlifter and Olympic prospect Thammy Nguyen. The campaign followed Thammy through a real day as an athlete, businesswoman and mother, using authentic documentary-style filming and distributing the resulting content across TikTok, Instagram and YouTube.
The challenge
Avonmore Protein Milk needed athlete content that felt broader and more human than a conventional product endorsement. The "Bring Your All" campaign centred on commitment to sport and exercise, so the creative had to show what that commitment looks like away from competition. For Thammy, that meant capturing the overlap between training, family life, work and everyday routines.
The content also needed to work across several social channels. A single polished film could tell the story, but short-form platforms required flexible cutdowns. The production therefore needed a strong hero asset plus shorter edits for social distribution.
The Sport Endorse solution
Sport Endorse connected Avonmore Protein Milk with Thammy Nguyen and supported the campaign planning around a "Day in the Life" concept. Internal HubSpot correspondence from May 2023 shows that the production was developed through a pre-production process that included a storyboard and planning calls before filming.
The creative deliberately avoided an over-produced influencer aesthetic. The filming approach was designed to follow Thammy naturally through the day with very limited direction or second takes. A small two-to-three-person crew was planned so genuine moments could be captured without making the day feel staged.
The internal production plan called for a full day of filming, followed by a roughly one-minute summary film and four shorter cutdowns. Sport Endorse's published success story confirms that the finished "Day in the Life" content followed Thammy through her morning routine, family life, exercise sessions and work commitments. The wider "Bring Your All" campaign featured five ambassadors and was activated across TikTok, Instagram and YouTube.
Athlete fit
Thammy was a particularly strong fit because her story naturally supported the campaign idea. Sport Endorse described her at the time as an Irish Olympic prospect, businesswoman and mother, giving the creative several authentic dimensions beyond elite sport alone.
Weightlifting supplied performance credibility, while her business and family responsibilities made the content relevant to consumers balancing exercise with ordinary life. That combination helped Avonmore Protein Milk show sporting commitment through training, responsibilities and everyday routines. The documentary format strengthened the fit by building the story around Thammy's existing day rather than a scripted endorsement.
Deliverables
- The available public and internal records confirm the following campaign structure and production outputs:
- Thammy Nguyen selected for Avonmore Protein Milk's athlete-led "Bring Your All" campaign through Sport Endorse.
- Pre-production planning completed, including a storyboard and a dedicated pre-production meeting.
- A full "Day in the Life" filming concept built around Thammy's real daily routine.
- Completed content covering morning routine, family life, training and work commitments.
- Production package planned around one approximately one-minute summary video plus four short-form cutdowns.
- Multi-platform activation across TikTok, Instagram and YouTube, with Thammy featured as one of five ambassadors in the wider campaign.
Results
The records reviewed do not contain verified campaign-level impressions, views, engagement rate, conversions or sales uplift, so none have been estimated. The strongest quantified evidence is structural: five ambassadors in the wider campaign, three social platforms, one full-day filming format and a planned five-piece video edit package. HubSpot also records the Avonmore/Thammy Deal as Opportunity Completed, confirming that the activation moved beyond planning into delivered campaign work.
Run a campaign like this
Tell us your goal — we'll show you the athletes, the process and the reporting on a short demo.
Book a Demo