---
title: "Proteinmax"
url: "https://www.omnicliq.com/en/case-studies/proteinmax-brand-mmm/"
description: "A Marketing Mix Model showed that Proteinmax's advertising does more than sell: it builds demand for the brand."
category: "ecommerce"
client: "Proteinmax"
datePublished: "2026-10-28"
author: "Dimitris Bachtsevanis"
locale: "en"
---

# Proteinmax

> A Marketing Mix Model showed that Proteinmax's advertising does more than sell: it builds demand for the brand.

## Project

**Client:** Proteinmax
**Industry:** Sports nutrition
**Duration:** 06/2025 – 05/2026
**Services:** MMM, Analytics, Google Ads, Meta Ads
## Key results

- **+48%** Revenue
- **+17%** Brand demand
- **+29%** AOV
- **+14%** Orders
## Prove that advertising builds the brand, not only sales

Proteinmax is a sports nutrition e-shop, a market where customers return to the brands they trust. The goal was to prove that advertising grows demand for the brand, not only immediate sales.
Platform reports show ROAS and purchases per channel, but they do not say whether the brand is getting stronger or whether a platform is simply taking credit for demand created elsewhere.
This matters for budget: if you only measure the last click, you cut the channels that bring new customers and give more to those that merely close sales.
We needed a way to measure the brand itself, independent of what each platform reports.

## Measuring the brand's baseline demand with a Marketing Mix Model

Our own Marketing Mix Model (MMM) was fed four years of data from Google, Meta, GA4, email, influencers and commercial signals.
The model separates the brand's baseline demand, the demand that would exist without advertising, from the demand each channel drives directly.
Branding became measurable: which channels lift baseline demand, which can take more budget, and where the extra euro starts to return less.
With the model's scenarios, every budget decision weighs immediate sales against the demand being built for the future.

## Results

- **Revenue** — Online revenue for the year grew compared with the previous 12 months.
- **Brand baseline demand** — Revenue that comes without advertising grew, which means the brand got stronger.
- **Average order value (AOV)** — The average value of every order went up.
- **Orders** — More purchases over the year.