Gym Source tasked us with increasing sales to fitness enthusiasts on the East Coast for 2020. When Covid-19 hit they lost in-store-shopping customers and health clubs---their two largest revenue streams. We pivoted to drive online engagements. We increased social and digital in our media plan and created a campaign encouraging people to work out from home with digital, social media, influencers, OOH, videos and TV. We created a #YourHomeYourGym Challenge inviting people to submit their unique home workouts for a change to win a home gym makeover. We utilized both stock footage (since shooting was not possible) for the TV commercials and online videos in addition to real people working out in the most unusual ways. We garnered tremendous press for the client in addition to the following results.
Results
149% site traffic increase
81% increase in engagement
150% increase in online sales
188% increase in pageviews
600% organic click-through rate on the #YourHomeYourGym challenge
11.3 Million video views
7.3 Million impressions
“Welcome to our gym!! Big shout out to @gymsource for providing so much of the equipment needed including the Stair Master and Lat Pulldown Machine! Enjoying the work we’re putting in together…WOOO!”
— San Francisco 49er George Kittle
COVID-19 Response Campaign
Exercise is a key way to fight off illness. People can do more than wash their hands. We set out to help people by reminding them that Gym Source could help keep their immunity strong by working out at home to stay healthy. We shared a lot of useful information and even developed educational messaging and new influencer relationships. Yeah, we worked up a serious sweat.
