FITLIGHT? M3 Campaign
To enhance the FITLIGHT? brand’s personality and attitude, FEAST developed an M3 campaign that grouped ambassadors (known as the M3 Squad) from a variety of geographic locations and professions—ranging from trainers to psychologists—to showcase the FITLIGHT? system on multiple social platforms. As part of the campaign, FEAST and ambassadors created and shared educational content that demonstrated the unique function and versatility of FITLIGHT? products.
Since the M3 campaign launched, the ambassadors have built a high degree of trust and engagement with audiences, and the brand continues to build content on the multifaceted uses of the FITLIGHT? system among all demographics. FITLIGHT?’s former image as an athletic accessory has changed so that it’s now viewed as an innovative tool supporting lifelong physical and mental health.?
M3 stands for FITLIGHT?’s motto: Move, Measure, Motivate. These words were the driving force behind the campaign, and were designed to not simply sell a product, but an attitude. To establish and reinforce the brand, part of FEAST’s strategy was to introduce FITLIGHT? ambassadors while prominently featuring the motto. Each word in the motto also became a monthly theme that guided the creation of educational and motivational content for the FITLIGHT? community and It’s potential members over the course of their summer fitness journey.?
One of the campaign’s challenges was that ambassadors are based in different locations, so videos and photos couldn’t be produced in-house by a single team. FEAST overcame this obstacle by providing creative direction and production guidelines to ensure consistency in the footage used in post-production. FEAST was also able to create multiple outputs with one unified visual theme. Each week, content featured a different ambassador and included themed videos, static posts, motivational quotes, interactive Instagram Story polls, and landing page assets.?
As a result of the M3 campaign, FITLIGHT? was able to increase community engagement and drive traffic to its campaign landing page. Using ambassadors built credibility and awareness, and reinforced audience trust in FITLIGHT?’s capabilities. ?