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January Campaign of the Month

Jodie Maskill, Operations Director

The author

Jodie Maskill

Operations Director

We’ve had some amazing campaigns in January, but our January Wellness Calendar for MINDBODY has taken top place this month. Not only for achieving some great coverage and results, but helping us all keep our mind and body in shape this January!

MINDBODY is a consumer-facing app to book fitness/wellness treatment and classes, and a B2B-facing platform for health and fitness businesses to coordinate their bookings.

Campaign objectives:

- Drive awareness with target audiences, measured via six-monthly YouGov awareness surveys.

- Increasing exposure of the brand name and key messages within target media titles.

With January being a peak period for MINDBODY, we created the Wellness Calendar to promote and engage with their target audience at a time when health and fitness is the most prevalent. We developed a multi-channel campaign to promote the Wellness Calendar, inspiring people to spend five minutes putting their well-being first.

The calendar contains 31 tips and wellness activities, with contributions from leading studios and fitness/wellness influencers.

Each day in January, the tips were posted on MINDBODY's social media.

Printed packs of the calendar (each day had a different card) were also gifted to influencers, and they were encouraged to share on social media and encourage their followers to join in.

For traditional media, printed packs were also sent out and this was supported by a press release. The press release included stats about the percentage of people with a wellness New Year’s resolution, plus the date in January when we tend to give up on our resolutions and a link to a page at MINDBODY.com which featured all the tips.

Results

The campaign received great engagement across channels and some amazing coverage, too many to name them all, but here are some of the highlights... Women's Health, Yahoo, DOSE, Metro, Forbes and Jogger to name but a few! Great coverage and huge exposure to our target audience, especially knowing (through our audience profiling) Women’s Health is the most read publication by our target market.

Content

MINDBODY blog post

Wellness Calendar

Well done to the MINDBODY team, Iain, Rachel, Beth, Libby and Cheryl!