Swole & Sore: Reaching a New Generation of Aleve® Users Through Fitness
Overview
At OLIVER Agency, we launched a new social pilot program with Bayer Consumer Health in 2025—an all-hands-on-deck effort that required each team member to pitch, execute, and edit a large portfolio of monthly posts for each brand. I pitched this piece for Aleve® and took it a step further: Not only did I pitch the initial concept and write the copy, I also starred in the video!
The Challenge
The Aleve® client came to our team with a specific goal for August 2025: create social content that resonates with a broader audience, builds brand awareness, and shifts preconceived notions about the product. Aleve® performs well with the 50+ crowd, but it was time to tap into the younger demographic on social media and show them the benefits of Aleve® for young adults, too. This posed a multifaceted challenge: How could we tap into a younger demographic, especially on platforms like Instagram and TikTok, while working with a limited budget that left little room for paid posts? We had to get creative with organic content and deliver results quickly.
My Role
Each month, I contributed to the social pilot by presenting two to three concepts for each of five Bayer brands. This included pitching the posts and, once approved, taking each from start to finish: brainstorming, pitching, writing, editing, and submitting to the Account Management team.
Process
As someone in the target demographic, I thought about the bottle of Aleve® in my own medicine cabinet and what I used it for most. I had recently injured myself at the gym and needed the product to get through the initial days of swelling and pain. I also did some digging into my own Instagram algorithm: What are people my age posting about? As someone who loves to lift weights, my feed is flooded with videos of 20- to 40-year-olds working out—trainers, athletes, and weekend warriors alike. I realized that Aleve® could carve out a niche by offering practical solutions for the fitness community—something both relatable and relevant for young adults.
I created a pitch slide for the concept, including the idea, some inspirational imagery, and proposed copy:
Results
Though we never received concrete performance data from the client, both the team and I were thrilled with how this piece turned out. It was a step in the right direction for Aleve® and showed that we could deliver creative solutions with the current social landscape in mind. Our team also received positive feedback from the client on our unique approach to an equally unique challenge.
This project stands out as one of my favorite in my portfolio. It was a unique opportunity to influence all aspects of the creative process—from ideation to execution—and to connect with an audience in a way that felt both fresh and authentic. This experience reinforced my belief that creativity, backed by strategic thinking, can turn even the most challenging constraints into opportunities.