Creation of Digital Community Amid COVID-19 Outbreak
Shelter-In-Place Mandate
On March 20th, 2020, an announcement made by Governor Andrew M. Cuomo in regards to 100% closure of all non-essential businesses due to a surge of coronavirus cases, has not only changed the dynamics of New York State, but it has disrupted people’s daily lifestyle on a global scale.
Governor Cuomo’s “New York State on PAUSE” executive order had forced to shut down businesses ranging from beauty salons to movie theaters effective immediately, and gyms were no exceptions.
As per the executive order’s compliance, Planet Fitness with more than 15.5 million members closed its 2,039 locations nationwide in order to prevent further coronavirus spreading and eventually flatten the curve.
Utilization of Digital Platforms to Fight Back COVID-19
Due to physical stores being closed and daily operations being paused until further notice, Planet Fitness has found an innovative approach to adapt to challenging circumstances.
A launch of “United We Move” campaign within 2 days of “shelter in place” order, in which free home workout tutorials were uploaded on a daily basis, has provided a free content not only to its members but to anyone who has access to YouTube, Facebook or Instagram.
The central message of “United We Move” campaign was to promote the importance of physical and mental health during isolation by utilizing digital platforms that were within the constraints of coronavirus safety regulations.
Consistency is a Key
A consistent creation of a free interactive content in a form of 20-mins exercise videos amid the pandemic was a strategic short-term solution handled in a timely manner.
A usage of pull marketing method by distributing a free content across different social media channels for anyone who searched for online workout tutorials during COVID-19 from certified trainers not only created a brand awareness for Planet Fitness, but also sustained customer brand loyalty until an access to the gyms would be regained.
Based on Planet Fitness’s mission to provide a unique environment for building a lasting and active lifestyle for anyone, the content itself perfectly aligned with the brand’s essence due to its inclusivity and authenticity.
Non-Intrusive Content Pays Well
According to Barkleyus, “United We Move” campaign has produced 5 billion earned impressions, 530k new app downloads and 400k new followers on social media after its launch. The generation of earned media by featuring on USA Today, 47 ABC and Yahoo Finance and relevant content due to high demand search for home workout video tutorials prove the campaign’s effectiveness.
Planet Fitness’s ability to identify and address created obstacles accordingly did not only retain its clientele but also acquire new customers by shifting and expanding its community to the digital platform within the safety regulations.
