Postgame App

Case Study:

Food and Beverage

Overview

siggi’s teamed up with Postgame to explore college athletes as a new creator category in support of the launch of its Protein Pack product. The goal was to test whether athletes could deliver strong engagement, efficient media performance, and authentic storytelling—while fitting within siggi’s strict brand, compliance, and review requirements.

What began as a test-and-learn activation quickly became proof that athlete creators can function as a scalable, high-performing marketing channel—not just for content creation, but as a strategic media and distribution engine.

The Challenge

siggi’s entered the campaign with a clear but complex brief:

Introduce Protein Packs to younger, active consumers
Maintain brand voice, compliance, and regulatory guardrails
Work within a rigorous internal review process
Hit engagement and CPM benchmarks on a controlled budget
Validate whether athlete creators could become a repeatable, scalable part of siggi’s marketing mix

The program was designed not just to launch a product, but to prove a new workflow, measure performance, and evaluate long-term viability of college athletes as a growth channel.

The Strategy

Postgame built a flexible, performance-first approach centered on four core principles:

1. Authenticity at Scale

Athletes were selected to represent real routines—training, classes, travel, recovery, and everyday life—so siggi’s could show up in the moments that actually define an athlete’s day.

2. Tiered Creator Structure

Higher-profile athletes were leveraged for hero, boost-ready content
A broader layer of creators supported scale and reach

This structure allowed siggi’s to balance quality, volume, and performance within one cohesive program.

3. Performance-Driven Distribution

Content was designed from the start to work in paid environments. When posts gained traction, siggi’s and Postgame leaned in with additional boosting and optimization to maximize impact.

4. Strategic Market & Retail Alignment

Athlete selection and campaign structure were intentionally aligned to key markets and retail priorities—specifically regions where Protein Packs were actively being sold, including Whole Foods.

This allowed siggi’s to use college athletes not just as creators, but as a localized go-to-market engine, strategically activating athletes in markets that directly supported retail distribution and sell-through. In practice, this meant content didn’t just drive awareness—it reinforced where consumers could actually buy the product.

The Solution

Postgame designed a flexible, performance-first athlete activation built around real athlete routines—training, classes, travel, recovery, and daily life.

The program combined:

Curated college athlete selection across multiple sports and key markets
A tiered creator approach to balance quality and scale
Boost-ready content designed to perform in paid media channels
Real-time optimization, leaning into top-performing posts
A workflow tailored to siggi’s review and compliance needs, with Postgame handling vetting, screening, and monitoring
Strategic market targeting to align content with retail distribution priorities (including Whole Foods)

This approach allowed siggi’s to enter a new creator category with confidence—without sacrificing brand standards, compliance, or performance expectations.

The Results

The campaign delivered both strong performance metrics and meaningful internal impact.

Performance Metrics

60% lower CPM vs. benchmark
625% more content delivered vs. target
2.5x social engagement vs. benchmark
99% brand sentiment score, driven by hundreds of positive comments, including strong purchase-intent signals

Business Impact

Select standout athletes became focal points of internal conversation due to cultural timing and strong performance
The campaign earned executive-level recognition inside siggi’s
The brand validated college athletes as a credible, scalable creator and media channel
The program shifted from a “test” to the foundation for a larger 2026 investment

As a high-growth brand, it was difficult to isolate the impact of this single activation, but this test successfully proved the channel’s strategic and operational value to the siggi’s brand.

Key Takeaways

This campaign demonstrated that:

College athletes can drive above-benchmark engagement
A tiered creator model unlocks both scale and performance
Flexible workflows are essential for brands with strict compliance needs
Real-time boosting and optimization significantly increase ROI
Athlete creators can function as a long-term content, media, and market activation engine—not just a one-off tactic
Strategic athlete selection enables market-level and retail-aligned targeting in ways traditional influencer strategies cannot

Testimonial

“Postgame was incredible to work with throughout this process. We were entering a completely new creator category for our brand, and their team made it seamless—from athlete selection, to execution, to performance optimization. They were flexible with our internal constraints, helped us hit our performance goals, and consistently adapted the campaign to what we needed. It felt less like working with a vendor and more like working with an extension of our team.”

Julia Trevino, Senior Associate Brand Manager, siggi’s