Being new to social (DW previously worked with Sky for TV campaigns and Sponsorship) meant this was their first social campaign with MTV and Sky Media. They wanted to establish DW Fitness First as the go-to gym for 18-30 females across the UK and simultaneously elevate DW Fitness First's exclusive partnership with Reebok through digital content. The KPIs were to improve engagement and awareness with the aim of measurement by their social deliverables. Find out more...

We knew that three quarters of MTV viewers exercise at least once a week, meaning Health & Wellbeing is incredibly important. They aspire to be toned, athletic, & value exercising & diet equally in reaching fitness goals - with 78% reporting they feel happier after exercising. With MTV's pedigree as one of the world's most iconic & social brands that has always delivered genre-defining content, & knowing that 57% of MTV viewers say they have a better chance of reaching their body goals as part of a group/community, a partnership between MTV & DWFF was a perfect fit.