In the U.S., branded content is a pay-to-play platform. Typically, broadcast opportunities are limited to integration in, or sponsorship of, existing network content. There have been some rare cases of brand-created content being broadcasted, but they came with multimillion-dollar media buys.

That is why Ben’s story was created entirely by the Gatorade brand and released via its own platforms. And by putting his story front and center – rather than the Gatorade brand – news outlets, fans, followers and even professional athletes connected with Ben’s story and shared it, thereby sharing Gatorade’s message of Win From Within.

Rather than creating a typical 30-second commercial, we documented an in-depth look into Ben’s trials and triumphs, including accounts from his parents and teammates. The heartfelt casting and longer video format gave viewers a new experience with Gatorade, getting “Win From Within” to resonate in a new light. Then by identifying key platforms and ways of targeting, we reached the right people at the right moments, launching on YouTube then tailoring creative to fit Facebook, Twitter and Instagram.

As a result of the campaign, Gatorade's social channels grew by more than 340,000 new fans and followers and banner click-throughs were up 300% over the previous year. The program also swept the press, earning 450 million media impressions from start to finish. Best of all, Gatorade saw a lift in sales during the historically flat summer period.