HEY,
I'M TOM
A giant workout.
Created by monsters.
Designed to build Gods.
The story: Hypergrowth brings teething problems. And at Fiit, we found ourselves with a brand tailored for one audience but speaking to another. Ultimately, we needed to focus on our core customer and create a brand experience that leveraged Fiit’s overarching narrative of toughness and progression.
With a small budget, we created Almost Certainly The World's Toughest Home Workout – a 90 min HIIT class designed to test mental and physical strength and endurance. To do so, we built a new level in the app – Boss Level. To promote it, we warned people not to do it.
I worked as creative lead – developing the campaign strategy, writing scripts, plenty of long copy, directing content and briefing and managing talent, influencers and ambassadors.
This campaign saw a 30% increase in total traffic (app/web) across launch, an increase of around 100% free trials vs pre-campaign run rate and a 14% increase in social engagement during the campaign period.
Email leak
We designed a leaked 'class assessment form’ and ‘accidentally’ sent it to Fiit’s 500K database.
Customers were confused, angry and excited, and Fiit’s 15,000-person Facebook community was buzzing with conspiracy theories.
Campaign Launch
The ad campaign and in-app content were launched on the same day. The three hero ads used sports celebrities Josh Denzel, Derek ‘War’ Chisora and Jade Jones who became integral characters in the campaign narrative – sharing their training and attempts at Boss Level. They had a combined network of around 2mil.
Training Plan launch
To help people prepare for the workout, we created the ‘Boss Level: Prep’ training plan. To keep the conversation spicy, we challenged Fiit’s influencer and ambassador network to take on the training plan and complete Boss Level. We did this by sending them a package filled with recovery essentials from partner brands like Therabody and Myprotein, including epsom salts, a sports massage voucher, pain killers, electrolytes and protein. This gave us a combined organic reach of around 570K.
Take a read.
Launching Boss Level
The day before launching Boss Level, we created an email template for people to tell their boss they couldn’t work.
The class launch generated a huge amount of social traffic, spurring us to use customer passion for Boss Level to promote under-used product features like Group Classes and push curious members to our blog.
To encourage (or discourage?!) as many people onto the challenge as possible, we created a mix of social videos. These exceeded our average engagement and views by around 5-6x.
Trainer silhouettes
To create mystique we filmed five epic trainer silhouettes – helping to introduce the Boss Level creative and continue the conversation. Each trainer dropped these on their socials with the caption, “We’ve almost certainly done something we shouldn’t have” – giving us a combined reach of around 350K.
