Our offerings reach over 26,000,000 gym members, which is a lot. But compared to other forms of media our reach is pretty small. I came up with the idea of extending an in-gym campaign by supplementing the reach with well-known fitness influencers making sponsored posts on social media. Fitness influencers are very popular, because that kind of information and inspiration comes from a personal voice. It is very powerful when a product is endorsed by someone who has this personal connection with their consumer.
Not only is it an attractive add-on to help close a deal, but the images, brand engagement, and positive feedback on the posts generate are great additions to a post-campaign report that they can take to their boss and proudly say they ran a successful campaign with Zoom Media.
To do these activations, we partnering with a couple different influencer platforms, IZEA and CreatorIQ. Both of them allow you to connect with a large audience of Influencers, communicate, approve, and activate sponsored posts for the brand. These services allows us to manage posting from dozens of Content Creators without a huge demand on your staff.
Pictured is our sampling campaign with Unilever where their three deodorant brands (Axe, Secret, and Degree) offered their new deodorant wipes in our health club partners. They sponsored 10 influencers in this campaign which extended their campaign reach by 1,300,000 people and 29,000 engagements for no cost to them (and a fairly small cost for us). They were delighted with the results and loved the pictures and brand engagement that we shared with them. Not only are we hoping to renew with their deodorant brands in 2020, but we’re hoping to extend to many other CPG brands under their corporate umbrella.