Wellness & NutritionSons × Seamus Flanagan & Luke Loughlin — GAA Pre-Hab Hair Care Campaign
GAA players Seamus Flanagan and Luke Loughlin brought Sons' "pre-hab for your hair" message to life in two athlete-led Reels, reaching a combined 67,000 people.
Overview
The campaign
Sons partnered with Sport Endorse to build brand awareness through credible GAA athletes and natural short-form content.
The creative idea connected hair care with a familiar sporting principle: pre-hab. Just as athletes look after their bodies before injuries develop, Sons encouraged men to take the same preventative approach to their hair.
GAA players Seamus Flanagan and Luke Loughlin brought the message to life through conversational Reels designed to feel like advice from a teammate rather than traditional advertising.
The challenge
Hair care can be difficult to communicate authentically to a male sporting audience without the content feeling overly polished or promotional.
Sons needed athletes who could naturally connect its preventative hair-care message with behaviours already familiar to GAA players and supporters: preparation, maintenance and looking after yourself before problems arise.
The Sport Endorse solution
Sport Endorse selected GAA players with credible sporting profiles and a natural on-camera style.
Rather than using scripted endorsements, both athletes created short-form content in their own voice, connecting the Sons message with the everyday mindset of training and injury prevention.
Sport Endorse supported athlete selection, content planning, production and distribution, with organic and paid social usage rights included for the brand.
Athlete fit
Seamus Flanagan and Luke Loughlin offered the "everyday athlete" credibility the brief required.
Their connection to GAA allowed the preventative hair-care message to be introduced through a familiar sporting concept rather than a conventional product promotion.
Deliverables
- Two GAA athletes activated
- One short-form Reel per athlete
- Athlete-led content planning and production
- Organic and paid social usage rights
- Product integration within natural, conversational content
- Content distributed through the athletes' own social channels
Results
The two athlete Reels generated a combined reach of 67,000, with both posts reaching well beyond the athletes' existing follower bases.
Seamus Flanagan's Reel reached 29K people from 6.9K followers, approximately 420% of his follower base.
Luke Loughlin's Reel reached 38K people from 21.6K followers, approximately 176% of his follower base.
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