Spring into Summer Shape Campaign
increase in Twitter followers
FitStar was founded in 2012 to give anyone a simple and personalized way to get and stay in shape – no matter their level of expertise, location, or budget. The mobile application featured fitness superstars Tony Gonzalez and Tara Stiles as virtual personal trainers. In 2015, FitStar was acquired by Fitbit, a leading maker of wearable activity trackers.
FitStar knew the impact of social: it was driving 22% of downloads with Sociality Squared’s help. With well over 1 million registered users, FitStar wanted to tap into their existing community to amplify their reach, boost engagement, and increase their overall community size leading up the 2014 summer swimsuit season. FitStar asked S2 to combine their product, the season, and a giveaway into a social campaign…and all on a tight campaign budget of $1,250.
S2 carefully crafted a 360° integrated campaign that tapped into proven social tactics and offered a giveaway with a “No Excuses Ultimate Prize Pack.” This encompassed everything a person would need to get in shape for summer and combined like gym shoes, a tablet, and FitStar branded apparel and services, including a consultation with a FitStar personal trailer.
The “FitStar: Spring into Summer Shape Giveaway” was supported by an in-app referral program, PR efforts, and Facebook ads where we had to get the biggest bang for every buck. This six week campaign also included a robust content strategy to reinforce the “spring into summer” messaging across the brand’s blog, newsletter, and social channels. We published motivating inspiration quotes, healthy recipes, and new fitness sessions available in-app. Weekly personal FitStar stories were also layered in to showcase real community members who had achieved their fitness goals with the product.
We tapped white-label software to empower people to publish their entry on their social channels to receive bonus entries.
To maximize this campaign’s impact, FitStar launched their referral program with a personal code for each user providing a free month of access to FitStar.
Every touch point included strong visuals that were optimized for each channel to showcase the prizes and motivate users to “spring into summer shape.”
A surprise bonus Facebook Wall post giveaway was announced when the Facebook page reached 30K fans and FitStar Premium was given to five fans. This helped keep the campaign fresh and was a fun way to reward the community growth.
A total of 66K+ entries, including bonus entries.
The campaign was shared 4K+ times and visited 37K+ times.
Twitter followers grew by 68%.
The winner, Ron C., became a great advocate for the brand and actively participated in online conversations.
Overall social media community surpassed 100,000 people, jumping a record-breaking 8.24%.