ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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Planet Fitness Home Work-Ins

Finalist in Fitness, Health, & Wellness, Facebook, Instructional

Entered in Real Time Response, Remote Production, Facebook Live, Live Streaming Video

Objective

In 2020, it was harder than ever to stay fit and active. As stay-at-home orders caused gyms to close, daily step counts decreased by 50%, and 66% of members decreased their physical activity.  But as the brand dedicated to bringing fitness to everyone, Planet Fitness wanted to ensure that staying at home didn't mean staying glued to the couch. Planet Fitness aimed to move as many people across the globe as possible and remain top of mind while their 2,000 locations had to stay closed.

Specific objectives included: 

Strategy

Quarantine impacted sedentary rates: Daily step counts decreased by 50%(4), and 66% (5) of members decreased their physical activity. Even those previously meeting exercise guidelines reduced their physical activity by 32% (6).  Planet Fitness had to find a way to inspire consumers to get moving, even though all 2,000+ physical locations were closed. 

So, to help the world work out when they couldn't go out, Planet Fitness created The Home Work-In, a free, daily workout on Facebook Live that has helped millions of people stay healthy and active together. Turning social platforms into a live personal trainer experience daily. Facebook LIVE became the gym. And although going live is more difficult to produce, users watch live video 10 to 20 times longer than on-demand. This coupled with the fact that Neilson studies showed since COVID hit the United States, Americans spent 25% of their time (9) watching streaming video content and the majority of U.S. adults use Facebook. Facebook LIVE was the perfect channel to activate on.  Plus, every Home Work-In was FREE, creating an accessible option for all. 

Launched just two days after Planet Fitness closed all 2000 locations, Home Work-In's have brought the gym to people’s living rooms with free, live 20 minute workouts hosted by PF trainers, pro athletes and celebrities like Julian Edelman, Shawn Johnson, Jerry O’Connell and David Ortiz. However, safely producing live, daily content during the pandemic created a myriad of challenges. Unable to travel or work on set, the Planet Fitness production team sent laptops, webcams, and other equipment around the country, so trainers could safely lead the Work-Ins from their homes. Throughout each Work-In, remote production teams overlaid graphics in real time, replied to live comments, and communicated with trainers via wireless headset to shout out participants throughout each stream, creating a sense of community that users missed.  

During a year that did everything it could to keep us stuck in place, Planet Fitness helped us prove that united, we can move. 

Results

Since Planet Fitness Home Work-Ins launched in March 2020:

Brand Awareness & Impressions: 

Workout Views & Participation: 

Prospecting Tool for Brand Consideration: 

Media

Video for Planet Fitness Home Work-Ins

Produced by

Barkley, Planet Fitness

Links

Entry Credits