I speculated that agencies would spend more on gym media if they had brand content that was contextual and naturally fit into gyms. Brands think the cost to create native content was too high for trying to connect to a relatively small audience and would only leave a tiny budget left for actually buying impressions. To get around this, I came up with the strategy for a brand to make inexpensive native content utilizing social media posts that could engage our audience.
First, we would organize contextually relevant influencers to make sponsored posts on Instagram. Then my team would take the posts with all of their positive feedback & engagement then repurpose them into Digital Signage for our network. This tactic gives you native content at a meager cost but lets you use the comments and likes to amplify the positive user reviews to a much larger audience.
Below are some examples of this that we did with Unilever’s release of Deodorant Wipes. We worked with more than a dozen influencers to make posts on behalf of the brand. Then we turned three of the most engaging posts into spots that played on our entire network of 26,000,000 million health club members. Not only did this idea help us close a deal with one of the largest advertisers in the world, but it let us potentially open the door to my business and brands.