Bold & Pop : Fitness Industry Social Media and Influencer Marketing Case Study

The Project:

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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