New Year’s Push is Backed up by SPRING INTO #MORELIFE Giveaway
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Emergent Media is implementing two campaigns for West Coast Fitness-owned Orangetheory studios throughout California (Los Angeles, San Jose, San Francisco & Sacramento areas), beginning with a program running on Emergent’s “best of California” channels, California Love and Golden State, positioning Orangetheory Fitness as an advanced, effective, and rewarding fitness solution for the New Year (January) and Heart Health month (February). That initiative will be followed by the Orangetheory Fitness’ SPRING INTO #MORELIFE Giveaway promotion, which offers consumers the opportunity to win a full-year membership or three runner-up 3-month memberships.
This has been a valuable and creative collaboration all the way through. We are focused on a very specific and hard to reach audience across a very precise geo target near our California studios. I am confident that Emergent Media and its brands will deliver on all of our KPIs and core messaging to inspire people towards our goal of “More Life”. I can’t think of a better – or stronger – way to start the new year. – Jeff Miller at WestCoast Fitness
To achieve the January-February campaign objectives of generating new membership leads and awareness, Emergent Media has created bespoke social media content designed to capture the breadth of the Orangetheory Fitness workout while showing subjects achieving their fitness goals while showcasing how Orangetheory can help them inside and outside of the studio. The campaign running on California Love and Golden State is organized into two custom, geo-targeted segments with two custom creatives centered around Orangetheory’s Transformation Challenge (Jan.) and Heart Health Month (Feb.) campaigns, with the goal being to generate hand-raisers looking to burn more calories, get more results, and gain more confidence.
Two 100% SOV Social Takeovers, along with a variety of In-Feed posts, will be promoted organically across our California Love and Golden State channels throughout January and February 2022. Emergent Media is amplifying the campaign by creating custom :15 video assets which will be distributed via paid social media on Facebook and Instagram to a granular audience target as well as a custom California Love+Golden State+Orangetheory audience segment.
For the March-April promotion, the driving focus is on lead-generation and sign-ups within specific geographic and audience profile targeting requirements. To this end, Emergent Media is employing a combination of executions, leveraging the marquee California Love and Golden State channels to entice prospective gym members within a certain radius of specific California Orangetheory Fitness studio locations to enter a custom SPRING INTO #MORELIFE Giveaway.
In addition to organic and paid media targeting, Orangetheory Fitness will have 100% SOV of the Golden State Instagram channel for 24 hours to further promote the organic article feature spotlighting West Coast Fitness Co-Founder, NFL Super Bowl winner, investor, and advocate Brendon Ayanbadejo. To further boost the giveaway feature, an E-blast from Golden State, will drive users to the articles’ landing page where viewers may click to the giveaway page to enter for a chance to win the grand prize. On April 6, 2022, a dedicated “Special Offer For Golden Staters” page will be featured on the Golden State site.