In 2019, Optimist Inc had been working with FitX, one of the largest fitness studio chains in Europe, on overarching topics such as CI revisions and studio design, social media always-on strategies, as well as promotions for member activities and event concepts – but as covid forced people to stay at home, we were task to turn our ideas into reality and help the fitX community to stay engaged, happy and of course: fit.
FitX commissioned us to review, structure, and activate new topics and target groups for the brand's holistic social media communication. To achieve this, we developed an editorial content plan in close collaboration with the client and took on always-on communication and creation across all of the brand's owned channels with a dedicated team.
We categorized the brand's members into various training personas, which could be targeted through the strategic use of hashtags, visuals, and specially tailored content formats. To reach the new topics and target groups, we developed an interest matrix and conceptualized lighthouse formats. This allowed us to address preferences outside the fitness studio, thereby expanding the range of topics to include areas such as nutrition and home workouts.
To provide fresh and engaging content, we produced over 500 assets in two separate productions, focusing on various editorial themes including nutrition, muscle building, cardio, home office, and entertainment. By continuously developing community insights, we established popular editorial communication guidelines and formats – that are still part of their communication to this day.
In addition to the expected fitness content, we developed specific content formats to engage FitX's diverse target groups. These included delicious recipes, weekly posts about upcoming live classes, community surveys generating insights, interactive gamification and edutainment formats like "Emojify Your Life" and "Myth-Check."
Additionally, we created the exciting live event "Beat the Trainer" and “One of Us” a user-generated content format, where every Friday we utilized the channel's reach to engage followers and celebrate fans.
Over 500 assets produced and significantly increased output within 4 weeks of takeover.
More than +100% increase in impressions across all channels starting in October without using a media budget.
+170% increase in followers across all channels without using a media budget.
I was one of our three-person social media unit and not only responsible for the new brand identity but also for the development of many of the content formats. I supervised and led both content productions, the first produced within one night on location at FitX Krefeld. The second produced at the height of covid, in the re-dressed offices of Optimist Inc., in Hamburg. Both productions were held under strict hygiene rules and the result of a truly collaborative effort between the agency, client, production partners, and the whole cast.
