Fitbit
Building a global campaign from the bottom up.
A global fitness campaign that uses social media stars instead of athletes. Yes.
FITBIT / BRAND RELEVANCE
Listen up
We took a new approach to building an influencer-based global campaign and started by looking for influencers that our audience actually spent time with every day. The TikTok, YouTube and Instagram creators that actually inspire their audiences. To inspire a whole new audience not with the usual fitness models they see from those others guys, but the people who really make them want to get up and go, to be kinder to themselves, to feel their power. All to prove the brand’s relevance by actually being relevant. A global fitness campaign featuring the likes of @marcrebillet aka @loopdaddy and @petey_usa telling their fans to listen to their own bodies to feel their own power? We’re listening to that.
We launched a new global brand platform with a powerful anthem built around an original mantra and track from @loopdaddy himself.
Each product spot featured an international influencer that embodied the device’s unique features.
And we let them activate their own communities by doing what they do best.
Paid social complemented the native posts, sharing our new message where our audience lives and breathes.
A new way to think of fitness.
A new way to think of influence.
A new way for a classic brand to show it still grooves.
