Gold's Gym - New Year's Campaign
Industry: B2C, Health & Fitness
Contribution / Role: Account Strategy, Campaign Development, Content Strategy, Creative Strategy
Overview and Objective
During Q1, traditionally the most competitive period in the fitness industry, Gold’s Gym needed to stand out among the flood of New Year’s resolution messaging. Rather than following the typical “new year, new you” approach, we developed the “Flatter Yourself” campaign, focusing on community engagement and self-love.
The campaign leveraged social media to create authentic conversations and user-generated content, while partnering with local businesses to reward member participation. This approach transformed standard gym membership promotion into a community-building initiative that celebrated members’ journeys.
Key Insights
- Resolution fatigue: Traditional New Year’s fitness messaging often falls flat due to oversaturation
- Community power: Local business partnerships could transform basic rewards into meaningful community connections
- Social proof: Member-generated content carries more authenticity than traditional advertising
- Positive messaging: Self-love and community support resonate more strongly than typical transformation narratives
- Local focus: Hyper-local targeting and community partnerships created more meaningful engagement
Industry: B2C, Health & Fitness
Contribution / Role: Account Strategy, Campaign Development, Content Strategy, Creative Strategy
Results:
- 1,011,576 Impressions
- 101,141 Reach
- 101,141 Video Views
- 1,675 Link Clicks
- 7,895 Post Engagements
- Created ongoing partnerships with local businesses
- Generated sustainable user content through #FlatterYourself
