CASE STUDY: 'Dance Fit': Helping Fitbit Create Its Own Groove

Provided by Sky Media
After the success of their 'Fit in 5' campaign, Fitbit wanted to create a new and fresh message.

What was the Challenge / Background of the Campaign?

While health can be serious business, Fitbit felt it didn't have to be, as they believe "you're more likely to reach your goals if you're encouraged to have fun, smile, and feel empowered along the way". So, as a passionate team dedicated to health, fitness and building products that help transform people's lives, Fitbit wanted to design a fun experience that would bring their product into the homes and lives of viewers seamlessly, and in a way that would help them to achieve their health and fitness goals - whatever they may be. Find out more...

What was the Campaign Objective?

The previous partnership between Fitbit and Sky, 'Fit In 5', introduced celebrities to home-based gym workouts in a 5-minute 'bite-sized' format. Through 'Fit In 5', it became clear that Kelly Brook was the most popular personality resonating with the target audience perfectly and producing more downloads of the show than any other guest. This inspired the move to create 'Dance Fit', with Kelly as the star/host and homing in on the fact that she likes dancing to keep fit.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAdults interested in Health and Fitness
All adultsFemale
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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