The end of April saw Danone’s high protein snack brand YoPRO launch the ‘YoPRO Fitness Challenge’: a lockdown utility based around an online fitness and nutrition program which challenges people to come out of isolation fitter than when they went in.
The social media based initiative was conceived and created in harness with Emotive and Lampoon Group and operates under the brand’s ongoing ‘Fuel Your Journey’ brand platform.
The challenge itself spans 66 days of specially designed home workouts, meal plans, and mindfulness sessions developed by a group of leading Australian fitness and health experts.
With 100 individual pieces of content, the promotional creative features a team of 10 Australian fitness influencers and endorsements by Olympians Jess Fox and Kyle Chalmers, plus the world’s top ranked tennis player Ash Barty.
The creative runs primarily across Facebook, Instagram, Tik Tok and YouTube and is led by a series of video assets designed to drive both awareness and uptake of the challenge.
The challenge is free to participate in and simply asks consumers to subscribe to YoPRO’s YouTube channel, visit its Instagram or search for @YoPROAU and follow.
The initiative launched with a lead film and was then followed by the daily roll out of specific exercise challenge spots.
Emotive Managing Partner Michael Hogg explains that research suggests it takes 66 days on average to form a new habit.
“So, what better way for YoPRO to inspire its audience to make the most out of isolation, than by encouraging them to form habits that could help them come out fitter than they went in,” Hogg asks rhetorically.
“Since its launch in Australia we’ve been working with YoPRO to develop a strong community of people who value health and well-being so we are extremely excited to be offering the YoPRO Fitness Challenge! We were able to hand-pick the collection of credible elite athletes and health and fitness experts who will be able to provide guidance in areas that the YoPRO community values,” said Lampoon Group Social Account Director Lauren Houghton.
“Focussing on nutrition, fitness and mindfulness, the challenge aims to connect and inspire our audiences to build healthy habits during isolation and beyond.”
Commenting on the initiative, YoPRO Brand Manager Xavier Gonzalez commented: “We’re thrilled to be rolling out the YoPRO Fitness Challenge to help Aussie consumers start and stay on top of good habits. In partnership with the online programs and workouts, YoPRO’s high protein, no added sugar products are the perfect nutritional fuel to keep consumers going throughout their daily routines.”
Outcome:
The launch video has notched up an impressive 1,122,123 views on the brand’s YouTube channel since it was posted on 24 April.
But since then the subsequent 18 daily videos have been viewed a total of 1906 times.
Comment:
With social media usage rising during the pandemic and web searches for fitness videos rocketing at the very beginning of lockdown, exploring this kind of useful engagement initiative certainly makes sense.
Especially for a nutrition led brand.
But, despite the impressive early social statistics, a 24 April launch (more than a month after Nike and Adidas) for such an initiative when the space is already overcrowded an dominated by sophisticated, multi-dimensional fitness and health platforms from the like of Adidas, Nike, Intersport etc – which have more synergies, expertise and athletic clout than brands only semi-connected to sport and fitness – will surely mean it will be a serious challenge for YoPRO to cut through the competitive clutter.
Links:
YoPRO
https://www.instagram.com/yoproAU/
https://www.facebook.com/yoproAU
https://www.youtube.com/channel/UC5kaUl_sTC0v2f9OEOdXvew
Emotive
Lampoon Group
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