the insight
the insight
Intimidation, not motivation, is the real barrier to belonging. We’re all just dodging judgement wherever we can.
the idea: the fitness icon herself breaking barriers to show that you belong in fitness.
The category’s much needed voice of reason and destroyer of gym intimidation – Megan The Stallion, as Mother Fitness – was the centerpiece of the fully integrated campaign. She was right in every way: her cult following (45M+, many Gen Z), her fitness credibility, and her seamless value alignment around empowerment and body positivity.
the story.
After nearly 2 years of strong joins, it seemed everyone who planned on joining a gym already had. Planet Fitness needed people to reconsider. So, we focused on those most open to adding fitness into their lives (Gen Z), and solved the barrier that kept them from joining a gym: fear of judgment and intimidation.
She needed to be introduced to the world when her message would cut through the dominant fitness culture narrative most. The new year timeframe is when fitness culture toxicity is at its peak, with fitpso fakes encouraging ‘new year bodies’ and reinforcing unrealistic, intimidating fitness standards. So, New Year’s Eve became our launch moment, and we used one of the biggest stages of the night, Times Square, to introduce Mother Fitness through a high-energy live performance on the Planet Fitness stage – which was shared with digital audiences across Planet Fitness’ and Megan’s owned channels.
Following the launch, Mother Fitness continued to call the category on its BS on social platforms like TikTok, where Gen Z search for fitness motivation and guidance, but often get inundated with ultra-judgy and unattainable fitness messages. Video spots extended across online video and linear TV channels to prove Planet Fitness is “thee” most Judgement Free gym to the masses.
the results.
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Megan incited unparalleled buzz for the brand. The whopping 7.2B earned media impressions earned us street cred among consumers - especially Gen Z – and made us worthy of consideration.
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Mother Fitness’ powerful influence drove positive (and plentiful) brand conversations, resulting in a +78% YOY increase in public mentions on social and a +73% YoY increase in positive social sentiment - which earned the brand an impressive 98% positive sentiment score.
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At 39% consideration, this was between +7 pts to +26 pts higher than any other gym, and even earned us a +2pt YoY increase. But most importantly, we saw a 7% YOY increase in Gen Z consideration.
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Despite the apparent ‘dry well’ of prospects, Megan Thee Stallion put a spotlight on Planet Fitness and our judgment free philosophy in a way gave the brand the cool factor and relevance to win this most critical audience.