Have you trained your brain today?
Brain health is often seen as clinical or intimidating compared to physical fitness. For Brain Awareness Week, Neuriva needed to break through the "medical" noise and position cognitive health as a daily, accessible lifestyle habit. The goal was to spark a national conversation that connected the mind and body in a way that felt both professional and high-energy.
Hook
Users were prompted by Billy Blanks to join the "Brain Awareness Week" challenge via Instagram.
The Action
Participants engaged with daily "Brain Exercises" (e.g., memory games, focus tasks) posted on Neuriva’s social channels.
The Incentive
Each interaction or shared post served as an entry into the sweepstakes. In order to be eligible to win a prize you needed an interaction daily.
Calendar Cadence:
The Strategy & Mechanics
To drive daily engagement and long-term habit formation, we deployed a multi-layered digital experience:
Influencer-Led Workouts: Billy Blanks served as the "Head Coach," bridging the gap between physical movement and mental focus.
Daily Digital "Reps": A curated Instagram content calendar provided followers with daily cognitive challenges, memory games, and focus tasks. Used tactical triggers (like the Alarm post) to remind users to "train" daily, which is what led to that 80% retention rate.
The "Personal Brainer" Sweepstakes: We incentivized participation by offering exclusive, co-branded "Personal Brainer" apparel. Users entered by completing daily tasks and sharing their "brain training" progress, creating a self-sustaining cycle of organic reach.
Results
32.2M+ Total Impressions
1.7M Active Engagements
14.1M+ Video Views
200% Follower growth with 80% retention
$272k in Sales attributed to the 2-week window
Key Takeaway
The "Personal Brainer" campaign proved that by gamifying cognitive health and leveraging a high-energy fitness authority, a clinical supplement brand can successfully transition into a daily lifestyle essential. By maintaining an 80% retention rate after a 200% follower surge, the project demonstrated that consistent, interactive "digital reps" are more effective at building long-term brand loyalty than a one-time viral moment.