What We Would Do If We Managed The Marketing For: MARCHON
Death to Fitness Marketing calls Leeds home. So, we rightly feel that when it is time for MARCHON to spread the love up North, they open in Leeds. We would build our campaign around the famous Leeds United chant, "Marching On Together." The aim is to create a deep connection with the local community by leveraging their passion for football and local pride. This approach not only builds brand recognition but also fosters a sense of belonging among potential gym members.
Retro Leeds Marchon Merch
To celebrate the launch, we propose introducing a limited-edition retro-style merchandise line that merges MARCHON's brand with iconic Leeds United imagery. The merch would be heavily inspired by the city’s rich football history, incorporating classic designs and the colors of Leeds United.
"Get The Badge In" Campaign
#GetTheBadgeIn
Drawing from the popular Stone Island culture among football fans, our "Get The Badge In" campaign would focus on the importance of community and pride. This campaign would involve a social media challenges to showcase their new MARCHON merch with pride, much like how fans display their Stone Island badges.
Content Strategy
Themes:
Community Spirit: Emphasize the shared pride and resilience of Leeds United fans, drawing parallels to the community spirit we aim to foster within the gym.
Nostalgia: Utilize retro designs to evoke a sense of nostalgia and local pride, connecting with the history and traditions of Leeds United.
Exclusivity: Create a sense of urgency and exclusivity with limited-edition merch and event access.
Content Formats:
Social Media Campaigns: Engaging posts and stories featuring local influencers and football personalities wearing the retro merch, highlighting their connection to Leeds and the gym.
Video Content: Behind-the-scenes footage of the merch design process, interviews with Leeds United fans, and promotional videos for the launch event.
Conclusion
Come on Ollie, bring it up North.
What We Would Do If We Managed the Marketing for: Gymshark
At Death to Fitness Marketing, we pride ourselves on creating innovative and impactful campaigns that resonate deeply with both the brand and its audience. If we were given the opportunity to manage the marketing for Gymshark, our strategy would focus on reconnecting the brand with its roots and leveraging the unique inspiration behind its name: Ben Francis’ profound love for sharks. The campaign, titled "Back to Our Roots," would reinforce Gymshark’s brand identity while engaging its community in meaningful and innovative ways.
Campaign Concept: "Back to Our Roots"
Objective: The primary objective of this campaign is to highlight the role of Ben Francis’ passion for sharks in the brand’s creation and draw a direct line from Gymshark’s inception to its current success. By doing so, we aim to deepen the emotional connection between the brand and its audience, foster community engagement, and differentiate Gymshark in a competitive market.
Campaign Tagline: "Gymshark: From the Depths of Passion"
The Concept: The concept revolves around celebrating the shark as a symbol of strength, resilience, and agility—qualities that Gymshark embodies. We would execute this through a comprehensive campaign that includes video content, social media engagement, and community events.
Brand Story Video Series: "The Shark Chronicles"
At the heart of our campaign would be a series of high-quality videos titled "The Shark Chronicles." These videos would blend Ben Francis' personal fitness journey with his fascination for sharks, presenting an authentic and compelling narrative of how these majestic creatures inspired the brand’s ethos.
Episode 1: "The Birth of Gymshark" - This episode would provide an in-depth look at the origins of Gymshark, showcasing how Ben’s love for sharks influenced the brand name, logo, and mission. Using a mix of personal anecdotes and professional insights, we would highlight the parallels between the resilience of sharks and the determination needed in fitness.
Episode 2: "Beneath the Surface" - This second episode would delve into the values of resilience and determination, exploring how these qualities are embodied by both sharks and the Gymshark community. Through interviews with Ben Francis and other key figures, we would examine how these values drive the brand’s commitment to excellence and community support.
Influencer Social Media Campaign: #GymSharkAttack
To engage Gymshark’s audience on social media, we would launch the #GymSharkAttack challenge. Influencers at scale would promote, and followers would be invited to share their The Hammerhead Plank Challenge. Hold a plank position while slowly moving your head side to side, mimicking the scanning motion of a hammerhead shark. This user-generated content would create a vibrant online community, fostering engagement and brand loyalty.
PR Opportunities: Sponsoring a Shark Conservation Award
To further solidify Gymshark’s commitment to environmental causes, we would sponsor a prestigious shark conservation award. This sponsorship would highlight the brand’s dedication to marine conservation and create positive brand association. By actively participating in and promoting this award, Gymshark would enhance its reputation as a socially responsible company.
Community Events: Shark Week at Gymshark
We would organize a series of in-store and virtual events during "Shark Week at Gymshark." These events would include shark-themed fitness classes, meet-and-greets with Ben Francis, and educational talks on shark conservation. By engaging the community in these events, we would reinforce the brand’s commitment to both fitness and environmental stewardship.
Detailed Campaign Execution:
1. Brand Story Video Series: "The Shark Chronicles"
Production Quality: High-definition, professionally produced videos with a blend of animation and BTS footage to keep viewers engaged.
Distribution Channels: YouTube.
Metrics for Success: Target views per episode (e.g., 500,000+), engagement rate (likes, shares, comments), and increase in website traffic.
2. Interactive Social Media Campaign: #GymSharkAttack
Content Strategy: The Hammerhead Challenge posted on Instagram and TikTok, dominated by influencers and Gymshark athletes demonstrating the exercises.
Engagement Tactics: User-generated content reposted on Gymshark’s social media, giveaways for the most creative posts.
Metrics for Success: Number of posts using the hashtag, engagement rate, and follower growth.
3. Community Events: Shark Week at Gymshark
Event Planning: Both in-person events at flagship stores and virtual events for global participation.
Activities: Live shark-themed workout sessions, conservation talks by marine biologists, and exclusive product releases.
Metrics for Success: Event attendance, participant feedback, and media coverage.
4. PR Opportunities: Sponsoring a Shark Conservation Award
Partnerships: Collaborate with leading marine conservation organizations to establish the award.
Promotion: Press releases, media pitches, and social media campaigns highlighting the sponsorship.
Metrics for Success: Media coverage, brand sentiment analysis, and conservation impact reports.
Results and Impact
Through this multifaceted campaign, we anticipate a significant increase in brand awareness and engagement. By leveraging Ben Francis’ unique passion for sharks, Gymshark would strengthen its brand identity and foster a deeper connection with its audience. The #GymSharkAttack challenge would drive social media activity and sales, while the community events and conservation efforts would enhance the brand’s reputation and community support.
At Death to Fitness Marketing, we believe that this "Back to Our Roots" campaign would not only honor Gymshark’s origins but also pave the way for its continued success in the fitness industry.
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Invisible Treadmill HIIT Class: How We Executed a Paid Media & Email Marketing Strategy
Introduction
When we were approached by an independent gym with their innovative concept for Invisible Treadmill HIIT Group Classes, we knew we had a unique challenge and opportunity on our hands. As the first fitness solution of its kind, FitWizz aimed to revolutionize how people perceive and engage in high-intensity interval training (HIIT) workouts. Our task was to create and execute a paid media and email strategy that would generate awareness, drive engagement, and ensure full attendance for their inaugural classes.
The FitWizz Concept
FitWiz's Invisible Treadmill HIIT Group Classes offer an on-the-spot, high-intensity workout without the need for bulky equipment. This concept is perfect for busy, space-conscious fitness enthusiasts. The benefits include:
Ultra-portable: No need to transport heavy, cumbersome equipment.
Space-efficient: Ideal for any environment, indoors or outdoors.
Target Market
Our primary audience consisted of women aged 30-55, predominantly located in Lichfield. This demographic values effective and convenient fitness solutions that can easily fit into their busy lifestyles.
Objectives & Key Results
Our key objectives were clear:
Conduct a successful paid media and email launch campaign to achieve 100% attendance for the first park class.
Generate significant awareness in the Lichfield area, resulting in a notable increase in local brand recognition for FitWizz.
Paid Ad Campaign
We devised a sequenced ad campaign to guide potential participants from initial engagement to signing up for a free trial class. The campaign was structured as follows:
Phase 1: Engagement Campaign
We created a fun and interactive gym class quiz designed to capture the interest of our target audience and determine which class best aligned with their goals and interests.
Targeting Strategy
Audience 1: Custom Audience
Everyone who engaged with FitWizz's social media in the last 30 days.
Audience 2: Lookalike Audience (1%)
Individuals similar to current gym members.
Audience 3: Demographic Targeting
Gender: Female
Interests: Technology, Fitness Technology, Gym Classes
Phase 2: Free Trial Campaign
Once users engaged with the quiz, we targeted them with ads inviting them to try the Invisible Treadmill HIIT Group Classes for free.
Targeting Strategy
Audience 1: Quiz Engagers
Everyone who engaged with the gym class quiz campaign.
Audience 2: Lookalike Audience (1%)
Individuals similar to those who scored 'outdoor HIIT class' on the quiz.
Email Marketing Campaign
To complement our paid advertising efforts, we designed a series of engaging and interactive emails.
Invisible Text Campaign
In keeping with the Invisible Treadmill concept, we created emails where the text was 'invisible' and required recipients to highlight the space to reveal the message. This unique approach not only captured attention but also reinforced the brand’s innovative image.
Results
The results of our comprehensive marketing efforts were outstanding. By strategically targeting and engaging the right audience, we were able to achieve the following:
100% attendance for the Invisible Treadmill HIIT Group Classes during the first six weeks of launch.
Over 300 sign-ups for the initial free trial within the first month.
75% post-trial conversion rate, leading to 135 paid memberships.
Increase in social media engagement by 75%, with a significant rise in likes, shares, and comments on posts related to the Invisible Treadmill.
Brand awareness in the Lichfield area increased by 50%, as measured by a local survey and social media analytics.