Snap Fitness

Happy Hour - Integrated PR, Social Media and Influencer Relations Campaign.

OVERVIEW

Snap Fitness wanted to engage their members and the broader community during Mental Health Month, by empowering them to take small steps towards better mental wellbeing. They sought to remind Australians of the vital link between mental and physical health, and the positive impact exercise can have on mood and outlook.  

The campaign needed to talk to both Australian and New Zealand audiences, integrate with the in-club activity while keeping it simple and align with Snap’s partnered charities. We also wanted the campaign to incorporate a fundraising element for the charities, speaking to the messaging around moving for better mental health.

PROBLEM  

Everyone knows exercise is proven to better your mental state. But more than that, regular exercise is commonly prescribed as one of the three key treatment methods for depression and anxiety. It causes your brain to release ‘feel good’ chemicals such as endorphins and serotonin which drastically impact your mood.

However, too often life gets in the way. And exercise is the first thing to fall off the agenda when our lives get busy. In fact, research shows that 50% of Aussies aren’t meeting weekly exercise minimums.  Between the pressures of work, family and social engagements - how are we expected to fit it all in?

SOLUTION

There was an opportunity to grow the Snap Fitness community and position the brand as a thought leader in the mental health and wellness space. 

To do this, IVY developed an Australian-first movement by Snap Fitness, encouraging businesses to give their employees a ‘happy hour’ during the month of October - allowing them to start work an hour later and reclaim their exercise regime.

The campaign tapped into the burnout and busy culture, whereby people battle work, family and social engagements with their health and fitness; and be rooted in scientific findings that regular exercise can both improve your immediate mental state and be used as a treatment method for depression and anxiety.

We created a bespoke microsite for employer pledges and donations, and shared branded content throughout this month. Snap Fitness locations hosted various activities during the ‘hall pass’ hour, making it accessible to both members and the public.

We engaged influencers who owned businesses to take up the Happy Hour challenge and promote it across their channels, while we targeted national and regional outlets to highlight additional participating businesses and compelling stories from Snap Fitness members to trainers.

RESULTS

393 businesses engaged across AU + NZ

22 businesses signed up

19 earned media features across AU + NZ

1,781,213 || PR reach

230,000 || Social media reach