ANYTIME FITNESS ASIA Helping Southeast Asia Get to a Healthier Place - CASE STUDY M2.0 COMMUNICATIONS - M2Social
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ANYTIME FITNESS ASIA
Helping Southeast Asia Get to a Healthier Place
CASE STUDY
M2.0 COMMUNICATIONS
A FITNESS ARENA DOMINATED BY MATURE BRANDS
ANYTIME FITNESS
SITUATION
A FITNESS ARENA
DOMINATED BY
MATURE BRANDS
Anytime Fitness (AF), a 24-hour health and fitness club,
entered the Philippines in 2014. It faced a competitive market
dominated by entrenched global gym brands that already have
established locations in the largest malls and other high-traffic
areas. These gyms and health clubs offered their members a
single vision to aspire to: an idealized, thin, and muscled body
produced by a strict schedule and diet. This narrow ideal was 3,000 OVER 2M
embraced by the market because it’s a simple story that was GYMS MEMBERS ANNUALLY
repeated millions of times.
THE PHILIPPINE FITNESS INDUSTRY
Entering the Philippine market, Anytime
Fitness had stiff competition. It had to
stand out in an industry dominated by
well-known brands.
Source: http://www.manilatimes.net/investing-in-fitness/357591/
M 2 . 0 C O M M U N I C AT I O N S 2
BREAKING THE CONVENTIONS OF THE IDEAL BODY ANYTIME FITNESS
TASK
BREAKING At the beginning of 2017, Anytime Fitness approached M2.0
Communications to rejuvenate its Facebook pages in the Philippines,
CONVENTIONS Malaysia, and Singapore. It needed compelling content and a proper
OF THE boosting strategy to inspire growth and dynamism in its social media
community. Specifically, the campaign had to create localized content that
IDEAL BODY took into consideration native culture and health practices.
PHILIPPINES MALAYSIA SINGAPORE
The AF Philippines FB page The AF Malaysia FB pag The AF Singapore FB page
had a solid following but it had also had a lot of potential had the least following and
a lot of potential for growth. for growth. generic content.
32,553 FANS 1,643 FANS 7,991 FANS
11% 17.9% 30%
17%
3%
1.30%
Page Industry Page Industry Page Industry
Engagement Engagement Engagement Engagement Engagement Engagement
Rate Rate Rate Rate Rate Rate
FB STATISTICS OF 3 S.E.A. PAGES AT THE START OF CAMPAIGN
The graph above shows the engagement rates of the 3 Anytime Fitness FB pages in
Southeast Asia. Compared to the industry standard of pages with the same fanbase size,
2 out of the 3 AF Southeast Asian pages weren’t performing well.
M 2 . 0 C O M M U N I C AT I O N S 3
BREAKING THE CONVENTIONS OF THE IDEAL BODY
ANYTIME FITNESS
A HEALTHIER
PLACE FOR
EVERYONE
M2.0 immediately recognized the need to create a
counter-narrative to elevate the brand in the fitness
marketing space. Instead of the common vision of an
ideal body, the campaign embraced the amazing diversity
of Southeast Asia where languages and cultures can
change from city to city. AF should be a health club for
all people of different cultures, body types, and health
goals. M2.0 had to show that AF genuinely understood
the obstacles people face on their road to fitness.
The plan was to have AF help its members achieve
real goals—a fresh take on an industry that pushes
consumers to achieve a “perfect” or “ideal” body. This
new fitness narrative was embodied by the hashtag,
#MyHealthierPlace.
“
We have more
empathy as a brand...
we have anticipated
their needs and
because of that,
we can unlock their
potential
”
Chuck Runyon,
CEO of Anytime Fitness Global
M 2 . 0 C O M M U N I C AT I O N S 4
BRINGING PEOPLE TO THEIR HEALTHIER PLACE ANYTIME FITNESS
ACTION
BRINGING PEOPLE TO
THEIR HEALTHIER PLACE
To whip the company’s brand perception into shape, M2.0 the conventions of achieving an aspirational body. The series
firmly established AF as a companion in fitness—one that could brought to light the personal things members wanted to
relate to its members’ personal battles and victories, such as change about their current health situation: experiences and
overcoming stubborn post-pregnancy weight, defeating obesity challenges they faced on a day-to-day basis. Shortly after
caused by medical conditions, and addressing the need to be its release, it trended—garnering 174,700 views and 1000
healthier through physical activity. All of these relatable stories positive reactions—and continued to spark people’s fitness
tied-in the diverse cultural differences in Southeast Asia. journeys all across Southeast Asia.
Setting the campaign in motion, the team shared the My
Healthier Place series: an inspiring string of videos that fully
illustrated the company’s vision of wellness and inclusivity. It
validated the public’s demand for true stories—those that broke
RIGHT:
The My Healthier Place
videos aimed to motivate and
inspire social media users to start
their journeys towards fitness
BELOW:
The digital team crafted
inspiring social cards that
expressed diversity and
authenticity
M 2 . 0 C O M M U N I C AT I O N S 5
BRINGING PEOPLE TO THEIR HEALTHIER PLACE ANYTIME FITNESS
A SOCIAL MEDIA
WORKOUT
Sustaining this strong initiative, the agency
exercised an impactful multimedia effort throughout the campaign:
#MeetUsMondays—a series of fun and candid live videos that toured
the facilities of local AF clubs and introduced coaches, trainers,
and gym members. This was timely and effective as Facebook live
streaming grew popular in the Philippines. In fact, 16% of marketers
have broadcasted live videos in the past year. Live videos gave
the page spontaneity in terms of content and served as engaging
platforms —they made two-way communication with the audience
possible, resulting in authentic dialogues. These videos were
conversational and encouraged friendly competition among AF clubs
in the region, further motivating both staff and members.
The agency was well-aware that crowd-sourcing was a great way
to showcase authentic stories from the community. The team
encouraged Facebook fans to share their MyHealthierPlace journey
through a contest and uploaded a-day-in the-life videos of the
winners to highlight their personal experiences.
The #MeetUsMondays videos
were live streams that were
interactive and engaging
M 2 . 0 C O M M U N I C AT I O N S 6
ANYTIME FITNESS To nurture loyal gym members, M2.0 opened partnerships with lifestyle brands that embodied their fitness goals. The agency closed deals with big names like Jamba Juice, The North Face, Uniqlo, Forever 21, New Balance, Cebu Pacific, and Samsung. With the goal to build a stronger, more inclusive AF community, the team recommended that Anytime Fitness organize a big gathering of fun and lively activities. The My Healthier Place Fitness Fest 2017 took place at the popular BGC Amphitheatre in Bonifacio Global City, bringing together many AF online fans and gym members. To make sure other key cities participated in the festivities, back to- back pocket events were held in Singapore and Malaysia. The event pitted AF members and clubs as well as non-members in a friendly obstacle race and a dynamic Zumba session. The celebration and activities allowed the attendees to experience what it’s like being inside an AF gym. Ultimately, the campaign’s vision and succeeding efforts brought together a healthy and active community that continues to inspire members to reach their healthier place. M 2 . 0 C O M M U N I C AT I O N S 7
BRINGING PEOPLE TO THEIR HEALTHIER PLACE ANYTIME FITNESS
Members of Anytime Fitness Cebu and Davao have
fun while working out in the My Healthier Place Event
Anytime Fitness Club Members in Singapore and
Malaysia also took part in the exciting event activities
M 2 . 0 C O M M U N I C AT I O N S 8
I N S P I R I N G T H O U S A N D S T O F I N D T H E I R H E A LT H I E R P L A C E ANY TIME FITNESS
ANYTIME FITNESS
RESULTS
Inspiring Thousands to
Find Their Healthier Place
M2.0 breathed new life into Anytime Fitness’ social media The three Southeast Asian AF Facebook
pages through the power of real stories. Collectively, AF groups received a total of 215 thousand total likes, shares,
Philippines, Malaysia, and Singapore gained 107 thousand and comments—a strong testament to the extraordinary
new Facebook fans by the end of 2017. Moving stories of collaboration well-engaged communities can achieve and
inclusivity were reflected in the activities of the AF social sustain. With everyone involved, members
media communities, and they inspired others to be a part of were able to motivate and support one another to reach the
their momentous fitness journey. This movement promoted same goal: a healthier, more confident self.
health and wellness practices among members.
107K 215K
FAN GROWTH OVERALL
Overall fan growth ENGAGEMENT
across three pages Likes, comments, and
shares throughout the
campaign
ENGAGEMENT RATE
PHILIPPINES MALAYSIA SINGAPORE
Page Page Page
Engagement 43.28% Engagement 11.10% Engagement 45%
Rate Rate Rate
Industry Industry Industry
Engagement 11% Engagement 17.9% Engagement 17%
Rate Rate Rate
FAN GROWTH
PHILIPPINES MALAYSIA SINGAPORE
January 32,553 January January
2017 2017
1,643 2017
7,991
December December 9,393 December
121,370 2017 2017
18,470
2017
FB STATISTICS OF 3 S.E.A. PAGES AT THE END OF THE CAMPAIGN
The FB Page fanbase for all countries have grown substantially, doubling and tripling their
total count. Audiences now regularly comment on the page and share AF content.
M 2 . 0 C O M M U N I C AT I O N S 9
ANYTIME FITNESS
“
If I can do it,
then they should
also be encouraged
to do it.
”
Dr. Cecille Francisco
Anytime Fitness
Digital Ambassador 2018
While legions of AF members and gyms took part in the
Fitness Fest, M2.0 made sure top-tier lifestyle bloggers
and journalists were present at the big event. Their
colorful stories about the festivity reached two million
readers online.
The success of #MyHealthierPlace drove an increased
demand for its gyms. By the end of 2017, Anytime
Fitness became the Philippines’ largest health and fitness
franchise with over 50 branches in a very short time.
Influencers
But most importantly, the campaign made the first, and sponsors in the
Anytime Fitness Wellness Bash
intimidating step towards healthy living so much easier
for countless Filipinos, Singaporeans, and Malaysians.
Anytime Fitness was instantly a pioneer in the fitness
industry, adopting a unique approach that changed the
lives of “regular” people who didn’t know they could.
Anytime Fitness opened
its 50th branch in
Glorietta 5, making it the
largest wellness club in
the Philippines
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