Fitness is not the exclusive domain of the hard-core athlete. Most people do things every day that contribute to their overall fitness; they just don’t know it, or think about it. Our campaign sets out to illustrate that fitness can be found anywhere by highlighting the array of both everyday and athletic activities that can contribute to your overall fitness.

Representative of the entire Fitbit product family, the launch of the campaign included a 60-second spot in cinema with original music that was composed and performed by the lead singer of an all-female American rock band, as well as a 30-second spot on TV with music composed and performed by the lead singer of another band.

Our goal was to earn peoples love not to buy it, so the media plan mainly focused on channels that Fitbit owned – social, email and their website. In conjunction with media we teamed up with Fitbit’s PR team to promote FitForFood on a national level with appearances on The Today Show and Extra and on various digital publications – Fast Company, Glamour, The Drum and Refinery 29 just to name a few.

In under 16 days, the FitForFood community burned 1 billion calories. 106,879 people signed up.

And people moved more! We surveyed our users during the program and learned that FitForFood was a motivator for them to be more active. 69.7% of users said they were more motivated to be active.

791 Average Active Calorie burned per user per day, that’s more than 640 calories more than the average Fitbit user’s calorie burn over the 16 day period.

35.1 M PR Impressions

$450K Earned Media Value

27,283 Facebook Shares