In January all gyms and health clubs advertise to catch everyone who made the classic New Year’s resolution – start excercising. Friskis&Svettis is no exception. Our mission was to create a campaign on behalf of 16 branches of Friskis&Svettis in Stockholm, to get more people to discover the various forms of exercise at Friskis&Svettis. Friskis&Svettis is a non-profit association, owned by the members. They know their gym better than anyone. So why not let the members be the campaign and inspire others to join the community? We created the hashtag #friskissthlm on Instagram and called on the members to work out, photograph and tag their pics and by doing so; become a part of the campaign around Stockholm. Friskis&Svettis is owned by its members, and everyone involved in the gym/health club - from instructors and personal trainers to the people at the help desk and reception - are members who are passionate about their club. So by giving them the tools, we helped them to create a cross platform campaign for Friskis&Svettis in Stockholm that showed the public the different facilities, the various forms of exercise, all the different people working out at the gyms and, last but not least, the members passion for Friskis&Svettis. All with their own photos. The results? During the campaign, more than 2.000 tagged pictures generated over 55.000 of likes and over 4.000 comments (still, more pictures, likes and comments are added every day). And based on the average Instagram user who participated in the campaign, the pictures were displayed över 8.3 million times. The tag #friskissthlm went from zero being the third most popular Friskis&Svettis-thread in only a month. And many of the pictures made it to the list of Instagram’s most popular. Members also took pictures of the billboards and ads, featuring themselves or someone they knew, which added to further exposure. With that and the sharing from the campaign site and Instagram to Facebook and Twitter, this campaign travelled way beyond the borders of Stockholm. (When we write this on February 20th, there are more than 2400 pics, 66000 likes, 5100 comments and the pics has been displayed more than 10 million times)
Case study: http://labs.volt.se/friskissthlm/ Case movie: http://www.volt.se/friskissthlm/ Campaign site: www.fssthlm.se
