The challenge was to reposition Bulldog from a functional skincare brand into a credible player within men’s wellness, driving the adoption of SPF50 as a natural part of performance routines rather than an afterthought. This meant breaking into the running community in a way that felt earned, not imposed, while delivering commercially efficient content built to perform across paid channels.

We built a performance-driven content ecosystem, starting with a branded run club alongside Bad Knee Run Club, Bulldog was placed inside an existing behaviour, showing up in a way that felt native and earned.

Credibility came through Ross, capturing real training moments over scripted ads. Content followed a clear system - tease, hero, cutdowns, interviews - designed to stop the scroll first, brand second.

Amplified through paid, assets were optimised for Meta and TikTok with a focus on performance and iteration, while laying the foundation for Bulldog’s 2026 Ironman EU partnership.

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The campaign successfully repositioned Bulldog within men’s health and performance culture. This was underpinned by strong commercial performance: 1.5M impressions and 875K video views delivered at an efficient £2.55 CPM. Ross’s content led the way, achieving a 62.7% thumb-stop rate (vs 25% benchmark) and £0.004 CPE, demonstrating the power of authentic creator partnerships.