When BONDS decided to launch their new Active Wear range, they needed to find a way to connect to a young audience that was increasingly difficult to find through traditional channels.
Fitness was booming on Instagram, with hashtags like #cleaneating and #fitspo encouraging young women (and men) to better themselves physically and display the evidence for the world to see. But why was it so serious? We knew an iconic brand like BONDS could take it to a new level. Forget #FITSPO. Enter #BONDSPO.
#BONDSPO was a series of 7 daily challenges, designed to make exercise fun again and engage our audience. We recruited pop-culture influencers like Samara Weaving, Sporteluxe, and DJ Tigerlily to get into the fun, and post a challenge each day. Then, BONDS followers just had to tag their image or video with #BONDSPO to go in with a chance to become an ambassador and win some sweet prizes.
The activation increased BONDS instagram by over 20% in just 7 days, and drove more than 32,000 individual interactions. Proving exercise can be fun too.