Muller X My Protein Campaign

Sweat to Spark: How Neuroscience Ignited a PR Campaign for Gen Z

In today's increasingly digital world, the idea of "social fitness" is more relevant than ever. Gen Z, a generation that has grown up with screens as a primary mode of communication, often faces unique challenges when it comes to face-to-face socialisation. That's why we were thrilled to partner with Müller and Myprotein on their "Sweat to Spark" PR campaign, a brilliant initiative designed to empower Gen Z to feel more comfortable and confident in real-world social settings by strategically incorporating exercise.

As a neuroformed consulting company, our role was to dive deep into the neuroscience and psychology research to provide the scientific backbone for this innovative campaign. The goal was to understand why a quick workout before a social event could be a game-changer, and the insights we uncovered were truly fascinating.

Exercise gets you ready to be social

Our desk research revealed three powerful neurobiological mechanisms that make pre-social exercise incredibly effective:

1. Re-energising the Social Brain with Myokines and BDNF:

We found compelling evidence that physical activity triggers the release of myokines, signalling molecules produced by muscle cells. These myokines, in turn, have a remarkable effect on the hippocampus, a brain region crucial for memory, learning, and emotional regulation – all vital for smooth social interactions. Myokines help re-energise the hippocampus and, crucially, boost levels of Brain-Derived Neurotrophic Factor (BDNF). Often called "Miracle-Gro for the brain," BDNF is essential for neurogenesis – the birth of new brain cells – and synaptic plasticity, meaning our brains become more adaptable and ready for new experiences. A re-energised and more adaptable hippocampus means better recall and quicker thinking, all contributing to a more comfortable social experience.

2. The Oxytocin Boost: Fuelling Social Connection:

Exercise also has a profound impact on the release of oxytocin, a neuropeptide often dubbed the "love hormone" or "cuddle chemical." Oxytocin plays a critical role in facilitating human social interactions, promoting feelings of trust, empathy and bonding. A surge in oxytocin before a social event can significantly reduce social anxiety and enhance our natural inclination to connect with others, making conversations flow more easily and interactions feel more genuine.

3. The Calm and Happy State: Endocannabinoids in Action:

Finally, our research highlighted the role of endocannabinoids, particularly anandamide, often referred to as the "bliss molecule." Physical activity increases the production of these naturally occurring compounds in the brain. Endocannabinoids interact with the body's endocannabinoid system, which is involved in regulating mood, pleasure and pain. The result? A natural, feel-good state of calm and happiness that can help to melt away pre-social jitters and allow individuals to be more present and enjoy the moment.

Three Pillars

These three brain changes – the re-energising of the hippocampus and boost in BDNF, the release of oxytocin and the surge in endocannabinoids – formed the scientific bedrock of the "Sweat to Spark" campaign. By understanding, sharing and leveraging these powerful neurobiological responses to exercise, Müller and Myprotein were able to craft a campaign that wasn't just catchy, but genuinely effective in empowering Gen Z to step out of their comfort zones and into more fulfilling face-to-face interactions.

The Power of Neuroforming

This campaign is a prime example of the power of the neuroformed approach for any Public Relations exercise. By integrating deep scientific understanding into strategy, we can move beyond superficial messaging to create campaigns that resonate on a fundamental level, addressing real human needs and leveraging the brain's own mechanisms for positive change.

Work with Neuroformed Ltd on your next campaign?

If you're looking to create a PR campaign that is not only impactful but also grounded in robust scientific evidence, the neuroformed approach can unlock new levels of engagement and effectiveness. Let's chat about how we can help you spark your next big idea.