Pivoting to Digital – Blink Fitness’ New Year’s Revolution and Beyond
Challenge:
Blink Fitness was at a pivotal juncture. With the introduction of their new CMO, there emerged a burning ambition to overhaul their creative strategy, making it more interactive, vibrant, and captivating. Moreover, there was a desire to fortify their paid advertising initiative. However, an immediate hurdle presented itself: The New Year’s Eve campaign, conceived by a different agency, was lackluster, failing to resonate with the target audience. Blink Fitness needed a swift and effective course correction.
Approach:
Chameleon Collective was enlisted to be the harbinger of change. We didn’t merely tinker at the edges; we embraced a transformative approach. Drawing from our deep reservoir of creative talent and innovation, we ushered in refreshing concepts tailored to Blink Fitness’ brand essence. Furthermore, our strategy wasn’t confined to ideation; we bolstered Blink Fitness’ in-house capabilities, onboarding skilled talent adept at executing these visions swiftly and proficiently.
Impact:
The tangible effects of our partnership became resoundingly clear during the unforeseen challenge of the 2020 Covid lockdown. Despite a reduction in our creative team’s size from 12 to a mere 3, our resilience and adaptability shone. We pivoted, curating daily live fitness content that not only retained but engaged gym goers during a period of confinement. This digital renaissance ensured that, even with physical gym spaces rendered inaccessible, the spirit of fitness and community was kept alive. We not only maintained but augmented gym memberships, all thanks to our always-on digital content.
