A social platform built to unite a global movement.

Planet Fitness: United We Move campaign.

When COVID-19 hit the country in March, everything from schools and restaurants to arenas and gyms had to shut down. Planet Fitness was one such brand forced to close its physical locations, impacting more than 2000 franchises serving 15 million members.

Modern Consumer Insight

Quarantine impacted sedentary rates: Daily step counts decreased by 50%, and 66% of members decreased their physical activity. Even those previously meeting exercise guidelines reduced their physical activity by 32%.

Challenge

With a stay-at-home order in place, fitness journeys everywhere screeched to a halt—barriers to fitness were at an all-time high. Planet Fitness needed to meet consumers where they were to  inspire them to keep moving with workouts to keep them healthy—at home. 

Solution

Planet Fitness wanted to get people moving again. Determined to workout together even though everyone was apart, we created the “United We Move” campaign in just two days. As an alternative to expensive fitness apps, Planet Fitness offered fitness for free: “work-outs” turned to “work-ins” with daily, 20-minute exercise classes on Facebook Live and Youtube. Led by Planet Fitness trainers and celebrities like Julian Edelman, Jerry Harris, Shawn Johnson, Jerry O’Connell and David Ortiz, we kept more than 208 million people in 36 countries and all 50 states moving…and plan to continue, united.


Results

5B

earned impressions


530K

new app downloads


400K

new followers on social media