That’s right, Fit Doesn’t Care
TRX® was built on the idea that fitness can be achieved by anyone, anywhere with one simple method: Suspension Training®—an all-in-one strap system powered by your bodyweight. The big problem was that unfortunately it’s the best kept secret in the consumer fitness world, and of those that are aware of the TRX straps, most are like: ‘Looks intimidating’, ‘I can’t do that’, ‘I need to be fit before I can start’, ‘It’s just a simple set of nylon straps’, ‘I prefer to run’. None of which is true. Fact.
We needed to break those myths, by inspiring, educating, celebrating and sharing that this simple set of straps combined with human bodyweight can be life changing, so we created a wide cast of awesome people and proved exactly that.
The campaign concept broke down that fit really doesn’t care who you are, where you are, what you wear, when you do it, or even why you do it—just that you move—to become a little stronger today than you were yesterday and how awesome you’ll become tomorrow and the day after.
Our cast are all real people. From a blind skier to a double amputee veteran to an Olympian and many more. All getting strong for their own reasons.
We created an anthem piece in both a :90 and :60, individual stories for each of our cast, social stories, banner ads and more. The content ran across a huge digital media buy—Peacock TV, HULU, Amazon, YouTube pre-roll, Facebook and we partnered with Linquia Media to create an authentic influencer outreach program. All in all we produced approx 175 assets to be used.
We had a huge success in passing our outreach/awareness goals, getting to over 153.5 million people. An uplift of 3% week on week to our site.
Below are the individual stories that ran on paid media and social.