Oikos Pro x Strava: Measure Your PROgress

Client: Danone Oikos Pro

Oikos Pro, a high protein drinkable yogurt, sought to change its image among athletes, who previously viewed it as a typical supermarket yogurt rather than a credible performance product. To address this perception, Oikos Pro recognised that athletes value not just a consistent high protein intake but a motivational training partner, therefore, we partnered with Strava, the go-to social fitness app for athletes, to launch the “Measure your PROgress” Challenge.

The six-week challenge, running from September 26 to November 7, 2025, invited athletes to log 500 minutes of activity, rewarding them with a digital finisher’s badge. This gamified approach tied Oikos Pro to athletes’ personal achievements, shifting its perception from ordinary to essential. The campaign extended beyond Strava with motivational ads along popular running and cycling routes and branded content in gyms, including locker room signage and TV spots. The results were impressive: the campaign generated over 94 million impressions, achieved an 86% completion rate, and engaged 35,750 participants who logged over 1.46 million hours of activity on Strava. By embedding itself into athletes’ routines, Oikos Pro became a trusted performance ally and was named Canada’s #1 fastest-growing food brand in 2025.