New year, new you. Right?
Well, only for about 9 percent of you, according to Statistic Brain. And another study conducted by the HealthifyMe app said 82% of users did not stick to their new year fitness resolution in 2016 for more than a week.
Resolutions were meant to be broken, essentially. Especially fitness and health-related ones. Regardless, year after year, they tend to be frequently chosen by consumers across the country. According to Statistic Brain, it leads the resolution pack as the most popular pick in 2017.
Each year, this provides a wealth of opportunity for fitness-focused brands to position themselves as the key to resolution-keeping success, especially given the wealth of media coverage discussing best practices. For instance, Fast Company just released a list of the best apps to help you keep your resolutions in 2017.
Some enterprising brands have leveraged consumers’ desire to be fit when launching new marketing campaigns and products. Below, we take a look at some examples of these in recent history:
1) Virgin Active (UK)
Virgin Active timed the launch of its gym-themed emojis to coincide with the start of 2016 (you know, when everyone felt hopeful about the year to come. Poor blokes.) The U.K.-based gym chain created 30+ emojis depicting exercises such as burpees and squats to help gym enthusiasts (and reluctant attendees) share their experiences on social media. On top of the emojis, the brand also released a video series called “We’ve got a workout for that” using humor to showcase the real-life benefits of heading to the gym.
In a 2014/2015 campaign, I Will What I Want sought to inspire women with strength and fitness goals. Making more of an emotional appeal to consumers and using spokespeople such as Misty Copeland and Gisele Bündchen, the campaign aimed to celebrate inner and outer strength. Not only did this campaign appeal to consumers’ desire to be healthy, it tapped into an inspirational message to demonstrate the benefits of sticking to something, even if success is against the odds.
Upscale fitness gym brand Equinox launched the “CommitToSomething campaign last year, challenging consumers to commit to their goals, whatever they were. They renewed the call this year with a series of unique and thought-provoking images pushed out in traditional advertisements and on social media. In a statement, the brand said: “This year’s campaign revolves around the notion that what you commit to is who you are, so we’re daring viewers to take stance and look inward, even if doing so makes you a little bit uncomfortable.” Just being from the Equinox brand makes consumers think “fitness”, but making the campaign about more than just your weekly gym session makes it stand out from the crowd.