CASE STUDY DW, Reebok & MTV with Sky Media & Electric Glue

Provided by Sky Media
DW Fitness First, Reebok and MTV with Sky Media and Electric Glue. Danielle Peazer Fitness Series Proved To Be a Perfect Fit

What was the Challenge / Background of the Campaign?

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...

What was the Campaign Objective?

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.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details18-30 females 3,691,933 views of the 10-minute workout
16 - 24
25 - 34
Female
ABC1
C2
MOBILE
ONLINE
SOCIAL MEDIA
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All Regions16 Jan 20ENGAGEMENTBRANDED CONTENT
CONTENT MARKETING
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