When COVID brought the fitness world to a halt, Planet Fitness kept moving. Within two days of masking up and closing down, we launched Home Work-ins: a series of trainer-led live workouts streamed straight to our members' living rooms. With help from the PF staff, and the occasional celebrity, we kept our members moving and motivated throughout the pandemic.
In fact, by the end of the campaign, we increased Planet Fitness' social following by half a million, received 5 billion+ earned media impressions, and had nearly $600k new app downloads.
Recognition
Awards
The campaign was a hit. The press even carried over to the grand opening of Hart House's second location with lines of hungry people stretching for blocks.
Recognition:
Won:
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Shorty Social Good Award for Best in Fitness & Wellness
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DIGIDAY Award for Best Live Moment
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ANA Echo Silver Award in Health, Wellness & Pharma
Finalist:
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Clio Award Short List for Creative Effectiveness in Health & Wellness
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DIGIDAY Award Finalist for Best Campaign Pivot
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DIGIDAY Award Finalist for Most Effective/Measurable Campaign
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DIGIDAY Award Finalist for Most Original Use of Social
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DIGIDAY Award Finalist for Best Use of Real-Time Streaming Video
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PR Week Award Finalist for Best Consumer Launch
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SABRE Award Finalist for Best Consumer Marketing (New Product)
Press:
USA Today: Planet Fitness to offer free at-home workout classes via live stream:
AdWeek: Fitness brands Are offering ‘At-Home’ workouts for free to reach quarantined consumers
Yahoo Finance: Planet Fitness partners with iFit, boosts in-home workouts