Turning Up the National Heats for a Local Leisure Brand.
Ah Summer. A season of sunshine, ice-cream and… exercise?! Well, you can’t blame us, this year has been a strange one, and with a slight crack of light shining through the tunnel towards easing measures, some of us decided to commit to our health and wellbeing. In doing so, we spoke with a local fitness community, Action Pact, whose recent disruption to their City Champs event (a corporate fitness competition) at the BodyPower Expo 2020 had been put on hold due to the impacts of Covid-19. Plus, with Action Pact’s intention to grow on a national scale, they needed help in expanding their business and establishing themselves as THE fitness community in Birmingham.
Turning Instinct into Action
With our learnings on the behavioural science cognitive bias of social proof (i.e. an innate trust in others’ beliefs, such that, if a group you relate to are interested in something, you too will become intrigued) we began to create original copy every week promoting Summer Heats, whilst engaging Action Pact’s audience through calls to action, tagging companies and individuals to take part in challenges and getting quotes from winners on the weekly scoreboard.
But, we took this social proof bias a step further. We reached out to local businesses, journalists and personal trainers who shared our social media content, widening the reach of Action Pact’s impact. We have also initiated the “Action Pact of the Week”: an initiative encouraging the fitness community to challenge their friends to a fitness pact, complete it with a picture on their story and donate to LoveBrum before challenging someone else. This initiative continues to build and is trending in the corporate world!
Big Cat is never afraid to turn up the heat for our clients!
growth in just one month
per impression was up
for LoveBrum during Summer Heats and rising with Action Pacts of the Week
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