In 2021 we launched the first digital campaign for a new local healthy food brand Fitstart which had just appeared in a category. Healthy lifestyle had become more popular than ever since the pandemic so we decided to base the communication on this trend.
However, there were many brands trying to be green and healthy on digital. And they were trying a little too hard forcing the audience to be the best version of theirselves.
That’s why we did the opposite and gave the audience a chance to start eating healthy and living a healthy lifestyle gradually and comfortable.
WE GAVE THEM ALL THEY NEEDED TO START.
We chose 4 health territories — body, beauty, self-care and food — and invited 4 influencers to create unique information products for beginners together. Users needed to buy a Fitstart product, register a check on the site and get access to the most useful knowledge for an easy start in a healthy lifestyle.
In just a couple of clicks, everyone could join the Fitstarter community and start really taking care of themselves. Throughout the campaign, the idea was supported on social media, and so the community of Fitstarters gradually went beyond digital promotion.
Even more Fitstarters joined the movement and we finally held a large-scale ugc-contest "I'm a Fitstarter", in which we played unique Fitstarter packs with everything you need for a healthy life.
2700+ users registered 4700+ checks
Over 600 people took part in a contest
Fitstart has become the only brand to grow in a category in 2021
