Wellness & NutritionSons UK × Lee Keegan — Ultimate Plan Campaign
Partnered with Sport Endorse to source trusted GAA athletes for an authentic social campaign promoting Sons' Ultimate Hair Loss Plan across Ireland and the UK.
Overview
The campaign
Sons partnered with Sport Endorse to increase awareness of its Ultimate Plan by connecting directly with leading GAA athletes. Managed seamlessly through our digital platform.
The challenge
Sons, a men's health brand specialising in evidence-based hair loss treatments, wanted to increase awareness of its Ultimate Plan through authentic athlete-led content. Rather than relying on traditional influencers, the brand sought respected GAA and rugby personalities who could naturally discuss confidence, performance and personal wellbeing with predominantly male audiences.
Finding the right athletes manually would have required extensive outreach, profile vetting, audience verification and contract negotiations. Sons also needed confidence that creators aligned with its messaging guidelines, communicated responsibly around a sensitive health topic, and could deliver high-quality content within campaign timelines.
The Sport Endorse solution
Using the Sport Endorse platform, Sons launched a targeted campaign inviting GAA and rugby athletes across Ireland and the United Kingdom to apply.
The platform enabled the marketing team to:
Publish a detailed campaign brief outlining objectives, messaging and creative requirements.
Receive and compare verified athlete applications in one place.
Review audience demographics and social media insights.
Select the best-fit athletes based on relevance and audience quality.
Manage communications and contracting through a single workflow.
Coordinate campaign delivery without lengthy manual negotiations.
The campaign centred on authentic storytelling, encouraging athletes to demonstrate how the Ultimate Plan fitted naturally into their daily routines while promoting positive conversations around men's confidence and hair health.
Athlete fit
The selected athletes represented an ideal audience match for Sons.
GAA athletes enjoy strong credibility with Irish male audiences and are widely associated with discipline, resilience and high performance-qualities that closely reflect the positioning of the Ultimate Plan. Rather than scripted endorsements, the campaign encouraged creators to share genuine experiences in a relatable, conversational style.
One featured athlete was former Mayo footballer Lee Keegan, whose authentic delivery and strong connection with Irish sports fans helped reinforce the campaign's credibility while making a traditionally sensitive topic more approachable.
Deliverables
- Campaign brief published through the Sport Endorse platform.
- 6 verified athlete applications received and reviewed.
- One Instagram Reel created per selected athlete.
- Campaign communications and coordination managed through the Sport Endorse platform.
- Promotional content published directing audiences to the Sons Ultimate Plan.
Results
“Trevor has been very easy to work with, prompt communication, and Lee was very quick at getting the content ready. A very smooth process.”— Marthe Jenset, Social Media & Influencer Marketing Manager, Sons
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