Fitness Industry Social Media and Influencer Marketing Case Study

The Project:

• Champagne Package + Influencer Marketing

  • Ongoing campaign -- 6-month benchmark case study 

  • 3 platform strategy -- Facebook, Twitter, and Instagram

Overview:

The social media strategy for our fitness industry client is focused on the following:

• Developing consistent content strategy that highlights the diversity of product
• Introduce product to lifestyle audience outside of fitness industry
• Develop influencer relationships through takeovers and brand partnerships 
• Manage community management and social networking efforts
• Integrate user-generated content into social media efforts

Sample of styled images + integration of user-generated content

Strategy & Tactics: 

• Developed consistent social media content and posting schedule focused on driving key messaging
• Developed influencer marketing strategy to introduce product to top social media influencers to further brand awareness
• Developed Instagram Stories takeover program inviting a variety of influencers to take over the client's account for the day and share a look into their days
• Styled lifestyle images of product for social media channels
• Developed Facebook advertising campaign to expand reach and further brand awareness efforts
• Actively monitored social media accounts for brand engagement, conversation, and mentions 
• Developed user-generated content strategy focused on monitoring mentions of brand, connecting and sharing consumer photos

The Results:

Influencer Marketing

• Secured 16 Instagram takeovers with variety of influencers. Influencers took over Instagram account for the day and shared a look behind their training, daily activitives, how they use the product, and healthy living tips.
• Launched Instagram giveaway takeover campaign with a writer from The Simpsons and author of new book. Author curated several photos throughout day to highlight his life as a writer and runner and we concluded the takeover with a giveaway with signed copies of the book.

Sample of influencer Instagram Takeovers

Key Instagram Wins

• Increased Instagram followers by 56% adding 1k+ new followers

• Increased weekly Instagram impressions by 420% to an average of 6.6k+ impressions per week

• Increased user-generated content submissions by 860% to an average of 35 mentions of the brand each week

Key Facebook Wins

• Increased post engagements by 770% from an average of 49 weekly engagements to 420+ weekly engagements
• Increased weekly impressions of posts by 220% to an average of 4k+ impressions

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