To bring its new narrative to life, MET-Rx tapped MWWPR to develop a strategic communications plan to drive earned engagement through video content and media relations. By partnering with 2017 top NFL Draft pick Leonard Fournette, an explosive running back who embodies the brand message, MWW created authentic touchpoints for 18-24-year-old male demo. “Greater than Gold,” a raw, compelling video detailing how an old trophy donated by Fournette was melted down into weights to help fuel the next generation of athletes racked up more than 7 million online views with minimal paid support, and MET-Rx saw a 700 percent increase in social media mentions compared to the month prior.