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.
