According to a recent YouGov poll, the top New Year resolutions for 2018 are - unsurprisingly - to “eat healthier” and “get more exercise.” Savvy fitness and nutrition-adjacent brands know this and plan their marketing calendars accordingly, promoting their products as a means to achieve those goals.
Some brands will turn to celebrity influencers to personalize and boost their message. Others will seek to empower and inspire their audience and some will just say ‘screw it’ and go anti-resolution. Fitbit’s new #MyReasonIs campaign takes it further by combining the inspiration and authenticity of real people’s stories, then inviting us all to organically amplify the campaign by sharing our own reasons for getting healthy in 2018 across social media.
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The main hub for this campaign is Stories.Fitbit.com where five individuals’ stories are each profiled in glorious, fullscreen 2-minute hero videos. Then, in order to drive awareness and extend the message to their fans, the brand has astutely broken out and optimized several videos across their various social channels. From short teasers of the individual stories released in 1:1 format for both Instagram and Facebook, along with a mosaic piece containing snippets of all their stories (see clip below), each video is re-enforcing the #MyReasonIs campaign, and directing fans to both join in on spreading the message while driving them back to Fitbit’s website.
Why It Works
We love that this campaign focuses on the reasons WHY various people have decided to be proactive about their health, because everyone’s reason will be as unique as they are. And, by profiling 5 people from different backgrounds and life stages, Fitbit’s message is more likely to resonate with individual consumers who can find someone in that group to identify with. From dealing with stress to getting more sleep to managing health issues to becoming fitter, there are so many ways in which Fitbit helps consumers reach their health goals.
We also think it’s smart to invite their fans to participate and share their own reasons with the #MyReasonIs hashtag, and it appears to be catching on!
What You Can Learn
Creatively, this is a great example of connecting a product to the real human beings who use and benefit from them. In the biz, we call that the ‘human truth.’ The human truth is at the heart of every Idea/Concept Project on Tongal, and can encompass so much more than documentary-style creative.
This campaign is also a great example of creating, editing, and optimizing video for several channels. This is an essential skill for any filmmaker creating content in our modern digital world, and you’ll notice that the majority of Tongal Video Projects include one or more cut-downs as part of the deliverables. Understanding the fundamental creative concepts and constraints of the major social video platforms will put you ahead of the game, and we believe that acquainting yourself with how this looks in practice (via campaigns like this one) can go a long way in continuing your education.
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What did you think of this spot? Which ad should we tackle next? Tell us all about it in the comments below.
