The challenge:

I was challenged with the goal of generating brand awareness and building positive sentiment in the press through a “brand moment” project. Through the conception of a Valentine’s event, we launched the Sweat Your Heart Out event series. The event was timely; young singles were challenged with facing a dreary outlook on dating apps and wanted to meet people IRL again. Our series created a space for singles to meet through a mutual interest; working out.

We partnered with Barry’s to launch a singles event in New York, as well as a national series of events in the top 10 single cities in the US, that would garner national and local press attention.

I created an art direction that drove interest amongst our target audience that was sharable and cohesive including pre launch marketing, in-studio signage and a start-to-finish plan for the event experience. We had an airbrush artist personalize hoodies for guests, games and refreshments to engage singles in our post-class singles mingle.

Results:

• Featured in outlets including Well + Good, Athletech, and Time Out New York, and Marketing Brew.

• Coverage achieved an ad value equivalency of nearly $5M.

• Garnered a +77% increase in engagements on our social pages.

• Built an art direction for event that was relevant for target audience and project goal.