Optimum Nutrition

Iron 105


The Challenge

To amplify the news of Sean Conway’s challenge and successful world record achievement – 105 days completing full Iron Men each day, while landing the brand’s positioning; ‘There’s More in All of Us’.

The Approach

This campaign focused on placing national and regional broadcast interviews with Sean as well as targeting key lifestyle, national, consumer and sport-focused media with information on how to achieve astonishing goals through mindset & nutrition. Sean had many sponsors for this activity, so we focused on the monumental efforts it took to fuel this insane challenge!


Throughout the 105 days, we amplified Sean’s journey, through PR, as well as a ‘finish line’ moment on day 102, when Sean broke the record. Sean decided to carry on for an additional 3 days. 

We landed national, lifestyle and regional coverage in key titles for the brand’s target audience such as The Telegraph, Men’s Health and Sky News. All coverage referenced Optimum Nutrition as Sean’s fuel – as Sean’s calorie intake was an integral part of his success in this record-breaking challenge. 

The Results

pieces Of earned media coverage


Combined reach


estimated coverage views


positive sentiment