Healthcare & PharmaISDIN × Gearoid McDaid — Sun-Protection Awareness
Renowned Irish surfer Gearoid McDaid fronted an ISDIN SPF-awareness campaign — logo on his board, on beach and in competition.
Overview
The campaign
ISDIN Ireland partnered with Sport Endorse to build skincare and sun-protection awareness through Irish surfer Gearoid McDaid.
The activation combined athlete-led storytelling, a branded surfboard and coordinated Instagram publishing across Stories, Reels and Grid content, with collaborator publishing used to extend visibility onto the brand's own account.
The challenge
The Challenge ISDIN Ireland needed an ambassador who could make skincare and sun-protection messaging feel natural rather than imposed.
The campaign required an athlete whose sporting environment made the subject relevant, while also giving the brand strong visual presence and content that could work naturally across both the athlete's and ISDIN's Instagram channels.
The Sport Endorse solution
The Sport Endorse Solution ISDIN Ireland found Gearoid McDaid through the Sport Endorse platform, with Sport Endorse customer success team then coordinating the activation from brand asset preparation through to social publishing.
A high-resolution ISDIN logo was supplied for Gearoid's surfboard, turning equipment central to his sport into a distinctive campaign asset. This physical branding was then supported by Instagram Story, Reel and Grid content, creating a consistent connection between the athlete, his environment and the sun-protection message.
Athlete Fit Why Gearoid McDaid Was the Right Fit As an Irish surfer, Gearoid was a natural fit for a sun-protection campaign because his sport places him outdoors and regularly exposed to the elements.
His surfboard also provided a highly visual brand surface that could appear organically within the content rather than feeling like a separate advertising prop.
This gave ISDIN a credible way to connect its skincare message with a real sporting environment.
Deliverables
- Gearoid McDaid activated as ISDIN Ireland's athlete ambassador. ISDIN-branded surfboard application. Instagram Story
- Reel and Grid content. Collaborator publishing between Gearoid and ISDIN. Additional Reel content requested following the initial activation.
Results
The activation created a joined-up physical and digital brand presence, combining visible branding within Gearoid's sporting environment with athlete-led Instagram content.
The client responded positively to the branded surfboard and requested further Reel content, including collaborator publishing so the content could also appear directly on ISDIN's Instagram account.
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