Each year, we shine a spotlight on the fitness studios, gyms, salons, spas, and instructors our members can’t get enough of with the Best of ClassPass Awards. It’s our way of celebrating the people and places that make our platform what it is today—while driving real results for our brand and partners in the process.
This year, we set out to take things up a notch. Our goal? Make the campaign bigger, bolder, and more engaging than ever before. As we kicked off creative development, we focused on three things:
To bring this to life, we rolled out a multi-channel campaign complete with a custom microsite, hundreds of social posts, and documentary-style interviews with featured winners. We even introduced a new award—Hidden Gem—to celebrate small businesses making waves in their communities.
We pulled out all the stops for Best of ClassPass 2024, building a campaign that celebrated our community, spotlighted our partners, and inspired action across every channel. From the beginning, our goal was clear: amplify the people and places our members love most—with a campaign that felt as meaningful as it did fun.
This year, voting took place on Instagram and through an in-app survey, making participation easy and accessible for all members. Once the winners were in, we launched a custom microsite to serve as the campaign’s central hub—featuring partner spotlights, city-by-city results, and easy-to-share assets to keep the celebration going.
To get the word out (and keep the excitement high), we rolled out a full-funnel content plan designed to meet members where they are and make it easy to engage:
The result? A high-energy, feel-good campaign that did exactly what we set out to do: bring our community together to cheer on their favorites—and remind everyone what makes ClassPass so special in the first place.
Best of ClassPass 2024 raised the bar with record-breaking engagement, stronger partner relationships, and incredible results across every channel. We guided users through a journey that made it easy (and exciting) to vote, get involved, and celebrate the winners they love most.
Our in-app voting experience saw a 120% jump in participation year-over-year—with a 6.7% CTR from U.S. users alone. And when it came time to reveal the winners, engagement stayed high. Our in-app announcement carousel drove a 9.2% CTR internationally and a 6.3% CTR domestically—easily outperforming last year’s 4.4% CTR benchmark and our 5% CTR goal for partner campaigns.
But the celebration didn’t stop there. Our Instagram winner posts saw a 91% boost in reach and a 37% lift in engagement year-over-year. The comments section turned into a love letter to local favorites—proof that our community shows up when it counts.
Beyond the numbers, this campaign strengthened partner relationships, deepened member loyalty, and gave our community something to rally around. By spotlighting the businesses and instructors our members show up for again and again, we added real value to both sides of our platform—and set the stage for even bigger wins to come.
