How do you build Apple’s fitness
community from scratch?
Role ⌁ Creative Director
Apple ⌁ Fitness+
Start with a social strategy that is based around community-first content. We wanted the Fitness+ Instagram to be a place where people went to talk about fitness with other users as well as with the trainers themselves. This wasn’t a digital billboard for the brand, it was an all-inclusive fitness space filled with unique body types and personalities.
Users love the trainers, they are the big reason people keep showing up to the service. However, on social, we wanted to give fans a look at what they are really like “off camera” with special social content shot in the studio rehearsal space. From interviews to TikTok trends we highlighted the quirky side of Fitness+.
Custom content was created to spotlight big name partnerships and celebrity artist workout releases.
Whether it was new features in the Fitness App or new workouts dropping in the service we crafted custom designed content to fit every announcement.
Nothing says community-first like celebrating the people that have made huge life changes from using the Fitness+ service. Our Hey Fitness+ campaign featured real people with inspiring fitness stories.