The purpose of this campaign was to drive awareness for Gymshark during Fashion Week.
As established experts in the market, Gymshark were familiar with influencer marketing, so we needed an innovative approach to establish their relationship with fashion week and true talent.
We began by researching consumer habits and discovered that whilst 1 in 3 accounts on Instagram follow a sports-related account, fitness content only averages 1.05% ER - showing a disconnect between high interest and a current lack of engaging content. Additionally, over 28% of users prefer watching real-time sports content to verify a products’ performance in-action.
Consequently, we created a mechanic to infuse these demands by activating a live brand experience called ‘Get Fired Up.’ The event was held in Paris, New York, London and Milan to target the key fashion week capitals and enable talent to experience a high-intensity fitness class, taught by elite, athletic professionals, organically promoting Gymshark attire.
Overall, the campaign delivered 2.5M impressions, achieved by 243 talent, who co-created 203 pieces of content at 6.08% ER. 50% was free, organic content and the activation allowed talent to truly connect with their audience, enhancing a 1:1 approach on a global-scale, during a live event.