United We Move
Planet Fitness
The Challenge: With the COVID-19 stay-at-home order in place, fitness journeys everywhere screeched to a halt and barriers to fitness were at an all-time high.
The Solution: Planet Fitness needed to meet consumers where they were to inspire them to keep moving with workouts to keep them healthy—at home. Determined to workout together even though everyone was apart, the “United We Move” campaign was created in just two days. As an alternative to expensive fitness apps, Planet Fitness offered fitness for free: “work-outs” turned to “work-ins” with daily, 20-minute exercise classes on Facebook Live and Youtube. Led by Planet Fitness trainers and celebrities like Julian Edelman, Jerry Harris, Shawn Johnson, Jerry O’Connell and David Ortiz, the campaign kept more than 208 million people in 39 countries and all 50 states moving.
Agency: Barkley
Partnered with celebs like Tristan Thompson, Jerry Harris, Fortune Feimster, Alyson Stoner, Julian Edelman, Shawn Johnson, Jerry O’Connell, and more to star as guest trainers.
Supported the campaign through ongoing social and email.
Concepted, scripted, and produced hundreds of themed Home Work-Ins.
Built a community and helped move over 111 million people.
Won:
Shorty Social Good Award for Best in Fitness & Wellness
DIGIDAY Award for Best Live Moment
ANA Echo Silver Award in Health, Wellness & Pharma
Finalist:
DIGIDAY Award Finalist for Best Campaign Pivot
DIGIDAY Award Finalist for Most Effective/Measurable Campaign
DIGIDAY Award Finalist for Most Original Use of Social
DIGIDAY Award Finalist for Best Use of Real-Time Streaming Video
PR Week Award Finalist for Best Consumer Launch
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