The Gymshark brand has been strategic in its use of social media, boasting a prominent presence on the short-form video platform TikTok. The athletic label posts consistently and the content varies from workout videos to inspiration and memes. Earlier in 2019, the Gymshark brand also tapped TikTok for an influencer-powered campaign to further its digital reach.
The UK-based label enlisted six influencer accounts for the '66 Days | Change Your Life' challenge. The users were connected to the category of fitness and dance. The marketing tactic targeted a total of 19.8 million users, receiving "nearly 2 million likes and over 12,000 comments." The #Gymshark66, on the other hand, was viewed approximately 45.5 million times, signifying an overall success for the engaging campaign.
Sporty Fitness Influencer Campaigns
The Gymshark Brand Utilizes TikTok for a Fitness Challenge
Trend Themes
1. Influencer-powered Campaigns - Brands can utilize social media influencers to tap into their audiences and launch successful campaigns.
2. Short-form Video Marketing - Prominent brands can leverage short-form video platforms like TikTok to increase their digital reach and brand awareness.
3. Fitness Challenges - Brands can encourage consumers to participate in fitness challenges to engage with their brand and improve their overall health.
Industry Implications
1. Fitness and Athletic Apparel - The use of influencer-powered campaigns and fitness challenges can drive engagement and increase sales for fitness and athletic apparel brands.
2. Digital Marketing - The success of Gymshark's campaign on TikTok highlights the opportunities for digital marketing in the fitness and wellness industry.
3. Social Media Influencer Management - The effective use of social media influencers can be a key strategy for businesses to expand their reach and promote their brand effectively.