Wellness & NutritionSons × Stuart McCloskey — Six-Month Brand Ambassador Campaign
Sons appointed Ireland rugby international Stuart McCloskey as a six-month brand ambassador, building a library of athlete-led content that generated 500K+ views.
Overview
The campaign
Sons partnered with Sport Endorse to appoint Ireland rugby international Stuart McCloskey as a six-month brand ambassador.
The partnership centred on Stuart using Sons hair loss products and sharing his experience over time through authentic social content, supported by dedicated Reels, Stories and longer-form brand content.
As the partnership developed, Sons also brought Stuart together with former GAA player Conor Meyler to discuss hair loss, confidence and their experiences as elite athletes.
The campaign culminated in a dedicated brand film shot at Stuart's boyhood rugby club in Bangor, giving the partnership a strong personal and community-led narrative.
Sons also received rights to repurpose approved content across paid social, whitelisting ads, organic social, email marketing, its website and owned channels.
Deliverables
- Six-month brand ambassador partnership with Stuart McCloskey
- Authentic social content documenting Stuart's experience with Sons hair loss products
- Dedicated Reels, Stories and longer-form brand content
- Joint content with former GAA player Conor Meyler on hair loss and confidence
- Brand film shot at Stuart's boyhood rugby club in Bangor
- Usage rights across paid social, whitelisting ads, organic social, email marketing, website and owned channels
Results
The wider athlete-led content generated 500K+ views across more than five social posts, extending the partnership well beyond a single ambassador activation.
Stuart also became part of Sons' broader macro-ambassador strategy, focused on working with elite athletes who combine sporting credibility with strong connections to their local communities.
The partnership gave Sons a growing library of athlete-led content spanning social media, paid campaigns, brand storytelling and longer-form video.
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