Our goal was to inspire people to get started on their fitness journey, coinciding with the New Year. We specifically wanted to focus on the notion that there is no right time, right place or right situation to start something new. The most important thing is simply to start.
We accomplished the goal by provide them with the tangible tools necessary to start immediately and be successful. As part of the overall campaign, we created a “Start Here” Hub (https://www.beachbodyondemand.com/blog/start-here), which provided our fans a quick and easy way to get answers to their most common questions:
“Where do I start?”
“When will I see results?
“How do I get motivated to work out?”
“How do I stick with it?"
Key Considerations: We based the campaign around an emotional hero video, which linked through to the hub mentioned above. The hero video touched on struggles that our users have shared with us over the years. Many of the reasons people don’t see success with fitness or weight-loss programs are simple, but deeply rooted in the following:
They don’t believe they can do it. They don’t know where to start.
These simple blockers that prohibit people from making healthier changes in their lives were part of the voiceover narrated by different female voices allowing the viewers to imagine themselves as our hero female. From the video, Ultimately, the push was tied to a new product launch - the Beachbody On Demand All-Access Pass. For the first time, we were offering yearly access to all of our workout/nutrition programs and all new content released in 2017 for a one time price of $99. Getting people into the psychology of starting something new in 2017 aligned perfectly with the new offer. Beachbody On Demand is the perfect jumping off point so the sell felt natural and organic to our social campaign.
We also cross promoted the campaign, concept and hero videos by having our Super Trainers go live on Facebook to “get personal” by sharing their own struggles, victories and tips for getting started on a new fitness journey.
Success Metrics: Combined with cross promotional efforts, the campaign as a whole generated:
1,161,408 total video views (hero video + Facebook Live videos)
6,506,298 total impressions (on Facebook)
2,546,205 total engagements (cross channel: FB, IG + TW)
31,664,502 total reach (cross channel: FB, IG + TW)
2,578 initial orders
In addition to the "Start Here" campaign, we've provided Beachbody On Demand with original photography and design for the website, content hubs, and social media.