Task
Conceptualize, capture, and create content to promote 6-week long member-exclusive classes and live member event with Joey Fatone.
Campaign Goals
Promote the 6-week long FiToned Fridays classes with Joey Fatone.
Entice Member class participation and community engagement in our member dedicated Facebook Group.
Capture the member-exclusive Ride with Joey experience in Miami.
Meet or surpass our engagement rate benchmarks per platform.
Strategy
When working on this partnership and the creative, we knew we wanted to lean into the nostalgic elements of the 90s/00s as a way to compliment the artist’s boy band history.
IG Live Surprise Announcement: To announce the partnership, we flew to Miami to host a surprise IG Live for our followers. The scripted interview included one of our most popular instructors and Joey himself teasing details of the 6-week classes along with the giveaway.
FiToned Friday 6-Week Classes: Leaning heavily into the 90s/00s theme, we utilized content captured on set of our commercial shoot to create a social promo video for the FiToned classes.
Each week, Joey would host an IG live “surprise guest” from his boy band past while completing the Echelon class. We worked closely with his team to craft social content to help promote artists such as Lance Bass from N’SYNC and Nathan Morris from BoysIIMen.
Bye, Bye, Bye Dance Challenge: To keep our members engaged throughout the 6 weeks, we hosted a TikTok dance challenge.
Member-Exclusive Giveaway + Event: Each week, the social creative helped to drive class attendance by promoting the member-exclusive giveaway + event. Winners were chosen from the class attendees. 10 members were selected for an all-inclusive trip to our Miami studio for an exclusive meet-and-greet and class with Joey Fatone.