Sports Nutrition Game Plan

Beef Loving Texans’ Sports Nutrition Game Plan Campaign Aimed to Fuel Athletes Across State

The Challenge

Beef Loving Texans launched the Sports Nutrition Game Plan (SNGP) to equip parents and coaches with actionable tools to support student-athletes’ performance through nutrition with beef as a key component.

To ensure the program reached its target audiences and drove program sign ups, Hahn was tasked with designing and executing a multi-channel, full-funnel campaign. The challenge was twofold:

1. Create compelling, relevant content that speaks to two distinct groups – coaches and parents.
2. Turn awareness into real sign-ups while building long-term interest in the program and brand.

The Solution

To meet the unique needs of both coaches and parents while driving measurable sign-ups, Hahn activated a highly targeted, insight-driven campaign that mapped audience behavior to key touchpoints across the digital journey. Over two months, the campaign focused on delivering relevant content, clear calls to action, and a seamless user experience designed to build trust, spark engagement, and convert interest into program sign ups.

Platform & Content Optimization

• Website Refresh: The SNGP landing page was redesigned with an improved user experience, clearer messaging, and strong CTAs tailored to parents and coaches to create a frictionless path from interest to registration.
• Analytics Framework: A detailed reporting structure enabled real-time performance monitoring, ongoing optimizations, and data-driven decision-making throughout the campaign.

Engaging Creative Development

• Hahn concepted and produced a suite of visually dynamic and audience-specific creative assets for paid media across Meta, TikTok, Pinterest, and programmatic display.
• Assets included video, carousel, and static formats with messaging tailored to resonate with both parents (e.g., fueling active teens) and coaches (e.g., maximizing athletic performance).
• Creative emphasized clarity, action-oriented messaging, and authentic tone to support both upper-funnel awareness and lower-funnel conversions.

Paid Media Activation

• Social Ads (Meta, X, Pinterest): Meta led in performance, driven by retargeting and engaging visuals.
• Programmatic & Native Display: Reached new audiences via parenting, education, and wellness platforms.
• Pinterest Testing: Introduced as a recipe-friendly platform to test content resonance with parents.

Influencer Strategy

• Collaborated with two Texas-based creators, Kacie Barnes (nutrition-focused) and Jennifer Borget (family lifestyle), to deliver authentic, relatable campaign messaging via Instagram and TikTok.
• Influencer content focused on real-life use cases of the program in daily routines, reinforcing credibility and encouraging clicks.

The Results

The campaign exceeded expectations across all major KPIs including awareness, engagement, and conversion and reinforced Beef Loving Texans as a credible, relevant resource in youth sports nutrition. By equipping parents and coaches with practical tools and positioning beef as a key player in athletic performance, the campaign helped deepen trust, boost sign-ups, and lay the groundwork for sustained program engagement going forward.