Gymshark Marketing Campaign

ABOUT GYMSHARK

Brand values

Gymshark’s objective as a brand and as a community, is to provide a space where everyone belongs with equal possibilities, with the commitment to ensuring individuals feel represented and seen within the fitness industry. ‘Being Human’ is a major value that Gymshark have upheld across the company in order to establish a welcoming and inclusive community. As a result of the brand reflecting their support, their community has developed, resulting in loyalty and support in return. This will be demonstrated in the campaign by providing support and raising awareness about gym anxiety within the fitness industry.

Gymshark is renowned for offering more than just athletic clothing and accessories, it is also known for their welcoming and like-minded community, where fitness enthusiasts from all over the world can pick up new tips, techniques, and workouts. from the brand and one another. The community is dedicated to unlocking their true potential through conditioning, whilst helping and supporting one another through how they achieve their goals whilst maintaining a positive outlook. The dreamers, goal-setters, and sweat-investors are represented by the logo. It belongs to each and every failure, every personal best and trainer who feels represented and supported through Gymshark.

Founded in 2012, Gymshark began in Birmingham within a garage with only a sewing machine, printer and founder Ben Francis. At this period of time, there was a clear and distinct gap within the fitness industry, where a brand can cater to all sizes, especially bodybuilders who had been ignored within the market. There, Ben Francis found the niche in the industry. This niche allowed Gymshark to differentiate from other brands within the industry as they become one of the first to partner with fitness influencers through social media, especially Instagram. There, Gymshark Athletes were formed in order to create a personification to the brand whose values and goals align with their own. ‘We create the tools that helps everyone become their personal best: the clothing you’ll sweat in, the content you’ll find inspiration in and the community you’ll become your best in.’(Gymshark,2022) This is accomplished by creating activewear, which makes you feel as good as you do before a night out to the gym, which instantly increases one’s confidence, inspiration and gain the ability to reach their goals.

And now, 11 years later, Gymshark has grown dramatically, claiming a ‘54% increase in revenue since the year ending July 31 202 and a net revenue totalled at £401.9 million, up from £260.7 million in 2020.’ Hughes,2022).

Gymshark aims to leave a positive and mindful mark on the world we live in by being proactive and supportive of their clients and the environment. This is demonstrated not only through the brand’s transparency with its customers but also through its charitable activity and relationships with organisations like Mind, The Mix, and the NHS. This demonstrates the brand’s desire to help and guide their consumers and family at all stages of their health and wellbeing journey; delivering a range of touchpoints to maximise their support.

Gymshark strives to be trustworthy, honest and transparent brand at all times. This is especially evident in their ongoing documentation of the brand’s journey, which includes behind-the-scenes photoshoots, event access, and user-generated content. By chronicling every step of their journey, Gymshark gives customers the impression that they are receiving an inside look at the company and can identify with their success, resulting in a strong brand identity and public persona. This results in increased brand engagement and loyalty.

The ambitious garage mindset is never lost throughout the brand, reminding its customers that failure is natural and can be overcome. Throughout, a mission to ‘connect the conditioning community, is obvious, ensuring that one can become their best self with support and direction. Gymshark radiates and admits its mistakes, assuring that its customers understand that it allows you to grow as a brand. This results in a brand that people can relate to and turn to for inspiration and support. This ‘ambitious, agile, and disruptive’ (Marshall,2022)) mindset pervades their platforms and community.

Gymshark unconditionally prioritises its athletes, staff, and community of followers, as evidenced by its user-generated content, health and wellbeing blog articles, and Gymshark Athlete support. ‘Gymshark’s employees are at the heart of their employer brand and they proudly show them off through their ‘day in the life of’ and ‘meet the family’ (Gymshark,2023) posts on LinkedIn and support them through community events focused on health and wellbeing.’ This brand mentality generates a good and motivating atmosphere that entices employees to want to work with the business. Because of their inclusiveness, it fosters a community in which everyone feels welcome and wants to participate.

S w o t

Strengths weaknesses opportunities threats

Strong digital marketing across all social platforms increasing overall customer engagement.

A variety of fitness influencers market Gymshark through their platforms giving the brand more of a personality.

Opening their first physical store on Regent Street, London.

Strong brand loyalty due to the strong and transparent bond with the fitness community.

A large amount of health and wellness support across all channels.

Many feel represented within the brand due to the different body types, ethnicities, religions etc. creating a sense of inclusivity.

Could be more information and guidance regarding adaptive fashion as they use models who have a disability.

Gymshark currently only has two sale channels which limit the brand from maximising sales.

Not all the brand ambassadors are known outside of the fitness community making it more niche marketing.

The website can be hard to find information about what the brand is currently doing limiting the transparency between consumers and the brand.

Opening more stores in different locations will generate more one to one engagement with a larger demographic increasing loyalty and their community.

Creating a podcast as a couple of their athletes already have a podcast and are highly listened to

With the rise in Gym anxiety, Gymshark could tap into the discussion and create a supportive campaign

Create an adaptive clothing line and make it more aware about how they can adjust clothing suited to their needs

Possibly invest in influencers outside of the fitness industry

Large conglomerates dominate the fitness industry making it hard to differentiate from one another.

There is an increase in cancel culture making brands feel as though they have to be more wary about what they do.

There has been an increase in more sustainable activewear brands entering the market.

Other department stores stock other fitness wear brands such as Nike and Adidas which are sold in all fitness wear stores, unlike Gymshark which are only sold in TK Max and People’s price.

P E S t

Many political factors can have an impact on the Gymshark brand’s overall growth, operations, and profitability. Changes in taxes regulations may have an impact on Gymshark’s earnings and operations, particularly if tax rates or the credits ratings change. Gymshark, for example, will be impacted by the increase in corporation tax, which has risen from 19% to 25% from April 2023. This could have an impact on Gymshark since it could discount the present value of future cash flow and reduce the overall opportunities such as shareholder equity will decrease even fluctuate, resulting in a overall decrease in capital going into campaigns and other major projects

Consumer prices, as measured by the Consumer Prices Index, were 10.4% higher in February 2023 than a year before’ (Gooding,2023) increasing the costs of consumer goods. This is due to the UK entering a recession in 2020 due to the pandemic. This will impact Gymshark as there will be a decrease in the levels of consumer purchasing as the increase in prices for food, water, household bills, and other necessities have increased resulting in a decrease in profit. This spending power from fitness enthusiasts will depend on if the consumers’ wages also increase at the same percentage as inflation.

Since the global pandemic, the UK entered a severe recession with an unprecedented decrease in the GBP. This has resulted in an increase in expenses for imports with UK exports becoming increasingly more competitive as inflation rises. This can be a benefit for Gymshark as the fitness products are cheaper for customers outside of the UK as they are cheaper increasing sales.

‘The latest figures show that there are expected to be 4.89 billion social media users worldwide in 2023,’ (Oberlo,2023) which is a ‘6.5%’ (Oberlo,2023) increase from 2022. As Gymshark’s main form of marketing is influencer marketing on social media, Gymshark’s revenue is more likely to rise as there is a larger audience to target due to social media increasingly becoming a part of a consumer’s lifestyle. As more people are interacting with social media, Gymshark’s influencer marketing strategy is a strong way to inspire and create awareness about the brand.

Since the pandemic, there has been a large in the number of people who increased their physical activity both during the pandemic and post- pandemic. As a result, the fitness apparel industry has expected to have a growth of 5.8% from 2022 to 2028’ (Grand View Research,2022) resulting in an expected increase in demand for Gymshark products.

Political economical social technological

Technology can forecast trends more accurately due to website cookies and data analytics on social media platforms, brands are now able to understand their consumer’s interests, behaviors, and preferences better than ever. This is a benefit for Gymshark as they can recognise what type of marketing is the most successful, and how they can improve the next campaign and helps prevent spending capital on products that are not successful.

‘In 2023, there are 80 million more digital buyers than there were in 2022, a 3.1% increase’ (Oberlo,2023) as the interconnectivity of retail and the internet generates an increase in convenience for shoppers. This has adapted consumer spending habits as they are now more aware and selective about what they are spending and how much they are spending due to the website adding it up for them. On the other hand, with the rise in short sales such as Black Friday and new releases, Gymshark is still able to increase its profit online as it first started just as an online fitness brand

USP

Gymshark has earned a reputation for being more than a fitness brand; they are a company that supports, guides, and motivates athletes to achieve their goals. This is promoted and recognised throughout the Gymshark brand through their USP of influencer marketing. Gymshark was one of the first activewear brands to transform niche fitness influencers into brand ambassadors whilst maintaining brand values. This is especially evident in their easily identifiable user generated material across several platforms from both fans and influencers who are easy to connect with. The use of brand ambassadors developed a welcoming fitness community of like-minded people who have similar goals.

Another distinguishing feature is that Gymshark was the first activewear brand to focus not only on the adaptability of the garments, but also on the appearance, as there was a visible void in the market, particularly for bodybuilders. They develop seemfree garments that allow their followers to feel their most confident and comfortable, allowing them to break personal records.

Target audience

Gymshark have a strong community of like-minded fitness fanatics, who strive to push themselves to their full potential. Their main target market are ages 1825 but also ages 35- 44, who have a keen interest within the fashion, music and fitness industry. When Gymshark was first discovered in 2012, the brand was first established as a men’s gym wear brand. Yet over the years, Gymshark have grown both a vast and strong portfolio within men and women activewear clothing.

As Gymshark is a global brand, they do not have one distinct target audience as they target their consumers through a variety of touchpoints: a physical store, social platforms, a website, a blog and Gymshark Influencers. In terms social media, Gymshark are known for having a strong social presence from posting user-generated content, keeping up to date with trends and generating their own Gymshark influencers which targets niche interests within the fitness industry.

INSTAGRAM ANALYSIS

The Gymshark women’s Instagram account is tailored to women empowerment, body positivity, inclusivity, women supporting women, and a space where women can go for advice and guidance. Gymshark created this page to support women within the fitness community to demonstrate that it is not a maledominated industry. The account uses a lot of pastel and more natural colors in contrast to the main Gymshark account as well as the lifting account. It radiates a positive and welcoming environment which is more relatable for this niche demographic. With an increase in demand women only gyms due to gym anxieties etc. this account is a space that values respect and support where women can gain tips that would not be tailored to the lifting or main account.

Gymshark employs a hyper-targeted marketing strategy, with three distinct Instagram accounts: @GymsharkLift, @ Gymshark and @GymsharkWomen. These accounts provide a range of content which differs from one another since they are targeted at the niche segments of their community’s demographic such as Women empowerment, powerlifters then their overall community. This is a key tactic to knowing the brands audience as it allows Gymshark to split their high-quality content into three niche groups; spreading the influence of the brand into three separate target audiences which are tailored to suit the interests. Yet, all three accounts maintain the strong Gymshark branding with high quality content and reflecting their niche audiences which have different goals when working out.

The main Gymshark account posts a range of content in which combines the power lifting mentality within an uplifting community who posts events, tips and content from their Gymshark Athletes and community. All their content has dark undertones reflecting the gym environment. It is modern and clean branding which allows the brand to target not just men and women but consumers at different stages of their goals. In terms of branding, there is a clear grey colour scheme running throughout their high-quality content which maintains their distinct branding as well as enhances the models’ muscles within the images. It is vivid that Gymshark maintain their content’s relevancy by posting images primarily within a gym environment with an equal ratio of men to women to convey inclusivity.

The @GymsharkLifting Instagram account is primarily a space for those who are passionate about powerlifting and pushing themselves to the limit. Even though this account has the smallest following, it generates a space for fitness fanatics who want to aspire to have a build like the Gymshark Athletes. The account posts content from competitions and their lifting club with training tips with motivational quotes. It has a clear and distinct branding through its dark undertones which enhances the influencer’s muscles making it feel more inspirational and realistic. It allows Gymshark to return to their bodybuilding roots maintaining that garage mindset. This account in particular forms a niche environment that no other brand has done to support and inspire future bodybuilders.

tiktok

Gymshark’s TikTok account has one of the highest engagement rates on TikTok, making a TikTok trend as a part of the campaign a beneficial way to increase awareness surrounding gym anxiety and the pressures surrounding lifting weights as the brand already uses usergenerated content for marketing, a trend will increase the engagement even further to their 4.5 million followers and 70.4 million likes. Gymshark, from the beginging, has worked with influencers even before TikTok was created making it easy to transition from their Instagram influencers to TikTok. When looking for possible Gymshark Influencers, the brand looks for how they resonate with Generation Z and how their niche aligns with the brand’s values. These influencers are micro-influencers who target a niche audience and create engaging fitness content. These micro-influencers on TikTok are known to ‘receive an engagement rate of 17.96%, while mega influencers receive as little as 4.97% on TikTok.’ (HOM Team, 2022) Their commitment to creating the Gymshark athletes throughout their social media has generated a strong and recognisable community where influencer marketing is successful throughout any social platform as it is easily recognised.

For example, in 2019 the Gymshark66 challenge where Gymshark fans were encouraged to change their habits and mindset to complete a small activity a day for 66 days turned viral throughout social media especially Instagram and TikTok with over 306.5 million views regarding the hashtag #Gymshark66. The trend was centered around partnering u with six influencers who promoted the campaign, with the brand encouraging consumers to set goals with before and after pictures. From this campaign, it is evident that doing another campaign centered around TikTok Gymshark will target a niche audience as they achieve higher engagement rates surrounding the brand. Then in 2021, #Gymshark66 was reintroduced but with a different theme ‘Try new, try now, try hard’ where users had to take their fitness goal through choreographed dances with the winner receiving a year’s supply of Gymshark products. In terms of the ‘Not Your Average Lift’ campaign, there will be a clear homage to the #Gymshark66 due to the success and engagement rate due to Gymshark sticking to its marketing tactic of using user-generated content.

Website GYmshark website

The Gymshark Website is very visual, placing their newest collections, discounted item and most popular, campaigns on the home screen as it is more likely it will attract people to click on their most popular content. This is a strong marketing technique as it creates easy access to the checkout so consumers are likely to spend more money on their website. The website is very minimalistic and modern which reflects how adaptable their apparel is. There, there is a section where people can gain help and order clothing for adaptive wear. Yet this is at the bottom of the page making it hard to find and can portray as though they are not as important from the lack of information throughout the website. On the website, they also have a blog which again is accessed from the bottom of the page in small writing. There, you can access what the brand has been up to as well as gaining advice, techniques, interviews, behind the scenes access and health and wellness advice. The website could be improved to show how the brand is helping the community more and an increase in adaptive clothing to show that they are an inclusive brand like they are.

WHAT IS GYMSHARK CENTRAL?

Gymshark Central is a transparent hub where the brand shares it’s journey, new products and styles, conditioning tips and techniques, food recipes and physical and mental wellbeing support to their fitness-orientated customers.

Central

Gymshark influencers Central

WHAT IS FEATURED?

Gymshark Central is a transparent hub where the brand shares it’s journey, new products and styles, conditioning tips and techniques, food recipes and physical and mental wellbeing support to their fitness-orientated customers.

HOW IS THE BRAND IDENTITY SHOWN?

BENEFITS OF GYMSHARK CENTRAL?

This is another way Gymshark can provide a deeper look into the brand and current trends in the fitness industry, making the blog a valuable source of information. Gymshark’s blog raises the website’s rank in search engines, increasing exposure on the web and increasing consumers’ total time on the website, making it more likely that they will spend more money. Blogs can also provide valuable consumers data on which blog posts are effective and which are not, allowing Gymshark to target their marketing efforts in a specific area.

Gymshark has a strong brand identity, which is seen in the colour scheme of blue, black, blue, and white, with their material being mostly usergenerated or created by Gymshark Athletes..

WEB STATISTICS

Total Visits last month- 8.6 million Page per minute 8.02.

Avg Visit Duration 00:04:17

As a form of influencer marketing, Gymshark generated its community of fitness influencers as an inspirational marketing approach which gives the brand a personality and a way to connect on a deeper level with its consumers. ‘From 2019 to 2021 the influencer marketing industry boomed, going from 6.5 billion to 13.8 billion dollars’(Collabstr,2022) which was the same period time in which Gymshark started to use influencers as a marketing technique. This made Gymshark one of the first popular brands to collaborate and be successful with fitness influencers. The fitness influencers create content such as workout tips, physical and mental awareness, and their daily lifestyle on their social platforms, whilst wearing their Gymshark, allowing their followers to connect and resonate with them. These influencers’ values must align with Gymshark’s values as ‘every brand has a point of difference or something that separates them from the rest. The way these brands are marketed and promoted will have a big impact on who they choose to market and promote.’ (Gymshark,2017) In particular, Gymshark influencers must have a voice and a niche to distinguish them from other influencers, as it is one of the most important factors to successful marketing on social media. They have to be active on social media and show that they have real value to why they should follow and be engaged with them on social media, as well as inspirational to persuade consumers to want to become that athlete.

This is a strong marketing technique as it draws the attention of not only inspired fitness fanatics but also their niche following; creating brand awareness and marketing across a large demographic which the brand would not be able to do alone. They create a personification to the brand presenting the brand’s personality and values which shows how Gymshark support their community. In regards to the campaign, Gymshark Athletes will be used to generate a greater buzz and awareness surrounding the campaign to show their support. This will add to the Gymshark66 campaign in 2022 creating a humorous adaptation since it was a great success.

Anna Archer

Anna Archer is a 21-year-old, who is a lifestyle and fitness influencer who currently partnering with Gymshark and Misfits Health. The Gymshark Athlete uses her platform to support and create awareness surrounding the gym and mental health among her 273K followers. Through actively posting on TikTok, Instagram, and her new Podcast Inside Anna’s Mind, she uses her platform to create awareness but also normalizes that what you see on social media does not distinguish who a person is. Her podcast particularly has filled the gap within the market as there is a lack of words spoken surrounding mental health and how the gym can sometimes send you on a spiral. This has formed a greater connection between her followers and Anna as it has created a sense of transparency with her brand by speaking out about her past experiences and how she is on a journey of self-care. Anna in particular reflects the Gymshark values as it gives a sense of normality to the brand showing how her journey has helped her to become the person, she is today which is inspiring as a consumer to follow along with.

Anna is an ideal candidate for the Gymshark Not Your Average Lift Campaign as she uses her platform to create awareness surrounding mental health and the gym with support, guidance, and motivational talks. From her transparency with her mental health surrounding the gym, she has generated loyal and supportive followers making her beneficial for the campaign as it is centered around mental health and the gym.

Sydney cassidy

Sydney Cassidy, also known as Sydgrows, is a fitness fanatic who is known for her fitness content surrounding self-empowerment, embracing, and trusting your strength within the welcoming environment of a local gym. The fitness influencer uses her platform particularly through Instagram and TikTok to showcase how the gym is not always as scary as you sometimes may think and can be a positive way to create new relationships and increase confidence.

Continuously increasing in followers, accounts flock to her social media page to educate, to feel inspired, and to ease women feeling nervous entering the gym as she shows that the common gym environment stereotypes do not align with reality. Women empowerment is shown throughout her platform, showcasing that the weight section within the gym is welcoming and a non-judgemental place to be through showcasing her fitness journey, Her Bubbly and confident persona radiates throughout her social media platforms, as she showcases the supportive fitness community truly is as more people throughout her videos have started to recognize her.

TikTok: 1.2 Million Followers + 77.2 Million Likes

Instagram: 276K Followers

Sydney Cassidy is an ideal candidate for the Gymshark Not Your Average Lift campaign as her content primarily shows how friendly gym environments can be; compressing the stereotypical gym judgment. She uses her platform to not only showcase her journey but also discuss gym anxieties and mental health issues which have resulted in fans trusting and supporting the athlete.

TikTok: 510.0K+ 37.2 Million Likes

Instagram: 207K Followers

“Anxiety is a journey not a battle”

-Anna Archer, 2023

natalee Barnett

Natalee Barnett, also known as Nataleebfitness, a Gymshark Athlete, founder of The girls Spot Gym and content creator, she uses her platform to help women increase their confidence within the gym environment whilst trying to dismantle harassment when entering the gym environment. ‘There’s nothing I cannot do,’ is the influencers famous quote which is clearly vivid throughout her social platforms presenting to her 1.3 followers on TikTok that you should not be afraid to try new machines, techniques or feel anxious within the gym environment as nobody cares what you are wearing nor what you are training in the gym. There is a clear aim of wanting to help her followers decrease their gym anxiety by wearing what her followers ask her to wear and to do in a gym environment to show to them the reality of going to the gym. This mentality will be shown throughout the campaign to decrease gym anxieties when lifting with the support of the influencer in particular.

james beardwell

James Beardwell is a new Gymshark Athlete and content creator, who provides useful techniques and guidance through his platform, with the overall aim to encourage people to get in to fitness through content that makes the gym seem less terrifying. Throughout his social platforms, his content is primarily located within the gym a environment either working out with other Gymshark athletes, taking up fitness trends and challenges, giving insights to the Gymshark lifting gym and Gymshark events. The influencer’s content generates a calming and welcoming environment as he speaks through his workouts and how he trains. Using humour and speaking about relatable gym talk, consumers are able to relate to the athlete due to his age, content and the tone he speaks during his videos making them seem appealing and motivational. Along the side of his fitness, James and Max Garner have also created their own clothing brand called Kiray, which focuses on sustainable streetwear showing his values surrounding the environment.

James is an ideal candidate for the Not Your Average Lift campaign as he shows through his gym content that the gym is not always intimidating and can be an environment where people support people. His content is relatable, useful and comforting making his social platform beneficial to target a vast audience who are inspired to be him.

TikTok: 1.4 Million Followers + 39.7 Million Likes

Instagram: 242K Followers

TikTok: 1.1 Followers + 50.3 Million Likes

Instagram: 123K Followers

WHAT IS your age?

oyinda okunowo

Okinda Okunowo is a Gymshark Athlete, a Shreddy trainer and content creator, who creates content to help her followers with techniques and tips, challenges the stereotypes of the fitness industry and creating content which helps fans decrease their gym anxieties. Her relatable, humorous and organic content, creates a strong support system for followers to ask questions and advice. The influencer’s overall goal is to ‘help, inspire and challenge you,’ (Train with Oyinda,2023) as she started her fitness journey following advice and myths from the internet which was not all that correct. She uses her found knowledge and from trial and error to help people by showing her fitness journey on her social media to show how she has got to the place she has got to today. As a trainer, she wants to help anyone who wants to make a change with the mission to inspire as many people as possible,’ ( Train with Oyinda,2023) through simple routines. Through weekly calls and chats, Okinda gives advice regarding what to do and what not to do when working out; giving them her hour support.

Okinda is an ideal candidate for the Not Your Average Lift campaign as she generates content which is relatable, comforting and uses her platform to help and support her followers through their own fitness journey’s by filming her own workouts. She uses her platform to break the stereotypical barriers to how a fitness influencer should look creating more realistic content which consumers can relate to.

TikTok: 90.6K Followers + 1.6 Million Likes

Instagram: 78.7K Followers

For the first question, for the primary research, participants were asked what their age and gender is to distinguish what demographics were answering the questions. This is so Gymshark can target the integrated marketing campaign to a wide variety of demographics; beyond their niche fitness enthusiasts

Do you include weight lifting in your workouts?

This question in particular was divided into three parts: Do you incorporate weight lifting into your workouts? If not, why not? What would motivate you to begin lifting weights in the gym? These three questions provide Gymshark with an approximate estimate of whether lifting weights is popular in the gym, if not, why not. This will allow the weightlifting promotion to be tailored to a group that does not lift and will inspire them to start lifting. With 44.3% of people responding that they do not lift weights as part of their workouts, Gymshark can tailor the campaign to a different target audience through playlists, creating easy and fun workout routines, and more campaigns focused on gym anxiety and the pressures of going to the gym. According to the questionnaire, many of the reasons for not weight lifting are failure, humiliation, overpopulation in the gym, embarrassment lifting light, or believing they are too old to begin.

Primary research

Do you suffer with Gym anxiety?

Yes No n/a

There was an overarching theme of gym anxiety throughout the questionnaire, making it a significant issue to focus on because it is most prevalent in society. With 65.7% of individuals reporting gym anxiety, the campaign’s goal is to reduce that proportion by 10% by offering fun and easy ways to include lifting into daily lives. However, in order to appeal to the 30% of people who indicated that they do not suffer from gym anxiety, this will be a creative and enjoyable method for them to alter up their exercises and feel more included within the Gymshark brand.

Yes no n/a

Have you heard of Gymshark before? Primary research

GYMSHARK ARE CREATING A NEW TIKTOK CHALLENGE

ENCOURAGING MORE PEOPLE TO START LIFTING WEIGHTS. THE WINNERS WILL FEATURE IN A BILLBOARD AD. WOULD YOU BE INTERESTED IN TAKING PART?

Primary research

The responses to this question are positive, with 91.4% of participants saying they have heard of the Gymshark brand, 5.7% saying maybe, and 2.9% saying no. This integrated marketing plan will allow Gymshark to maximise engagement across a wide range of demographics, as the marketing will be on a variety of platforms, making it difficult to ignore in public.

Yes no maybe

This question in the questionnaire was designed to determine whether the TikTok trend will entice others to participate in the general topic of lifting weights in a creative way. With 51.3% saying they would be interested in participating in a TikTok challenge with the chance to be featured on a billboard ad. Overall, this is a great effect because it allows Gymshark influencers to raise knowledge and encouragement about the challenge, as the more Gymshark influencers who participate, the more followers who want to participate. Joining second place with 22.9% is a maybe and no, giving Gymshark the option to change their thoughts through the campaign to build their general confidence around lifting weights without having to go to the gym. Joining second position with 22.9% is a maybe and no, giving Gymshark the option to change their thoughts via the campaign to boost their general confidence surrounding lifting weights without going to the gym.

yes no maybe n/a

Would you attend a pop-up event within an aquarium with Gymshark?

The for the last question, participants were asked if they would attend a pop-up event within an aquarium with Gymshark. This overall was a positive result as 77.1% stated that they would attend the unique event if there where freebies, guest speakers, challenges, meet and greet, accessible advice and guidance for all levels of gym-goers and a range of activities to get people more involved with weight lifting. As this will be a small and personal event, these requests will be able to be involved within the event as a way to motivate and inspire attendees to step outside of their comfort zone.

Primary research

With nearly one in every five Londoners attending a gym, London clearly has the most active gymgoing populace in the UK. Despite this, the north has the biggest number of gym users per capita, with the North West, East, Yorkshire and Scotland placing second and third. Taking this graph in consideration, Gymshark should market the campaign within London as it has the highest and most active gym goers as well as the first, successful Gymshark store. On the other hand, to ensure maximised consumerism, the campaign will be located within three locations of the UK including the North East, Scotland and the Midlands to ensure the campaign is known throughout the UK.

The North East and West has the second highest capita of gym memberships with Scotland closely falling into second place. This may be due to where the gyms are located, as the higher the traffic is and the price of the real estate, depends on how high the membership will cost, the type of gyms in the area, the capacity and the types of membership deals available. Due to the high population of London, there is no wonder why they have the highest gym goers with less users per capita from how small the gyms are in comparison to the North.

The percentage of the population buying gym memberships purely depends on current inflation of the economy as the public currently are less likely to monthly spend an average of ‘£40 a month’ on a gym membership when all necessity products are increasing in price. Yet, since the pandemic ‘79% of the UK population feel their health has become more important over the last three years with 36% also agreeing,’Puregym,2022) stating that people are now more conscious and aware of their physical and mental health.’ A further 19% are planning on joining a gym in the next calendar year’ which the campaign can also target by creating less gym anxiety on new attendees as well as showing that there are other ways to work out other than gyms.

TIktok within the UK

TikTok, especially through the pandemic saw a rapid growth, as consumers had time to scroll through the platform and connect with other people in new ways; generating a new ‘record for the most downloads in a single quarter for a social app, at 315 million installs.’(Battisby,20221) With a mix of creativeness and collaborations amongst users, the fast-paced platform keeps consumers engaged for a long period of time with ‘an average of 75 minutes per day.’(Shepherd,2023) This platform in particular is an important way to connect with the younger generation as TikTok is known for being the forefront for trends as it is ran through user-generated content distinguishing how brands market and design their products.

In regards to TikTok’s demographic, the platform is the most popular within teenagers globally, who were the first to discover the ins and outs of the social platform with a total of 24% within the UK alone. This may be due to Generation Z is known for having the most social and cultural awareness, education to want to become more expressive have the freedom. There is a strong reject of stereotypes and an increase in the freedom of identity as the space is there for people to connect with like-minded people who have the same interests.’ Broadly speaking, millennials seem to prefer to consume content while Generation Z prefers to create content,’(Miliadi,2020) making TikTok the perfect platform for both generations to enjoy authentic content from dancing trends, to product reviews, educational videos to humorous sounds and hashtags, there is a video which everyone would relate to.

In relation to the TikTok statistics, including a TikTok strategy into an integrated marketing campaign will increase the overall brand awareness and visibility as a consumers feel more engaged when they are active and not passive consumers. A distinct and catchy TikTok trend generates an overall buzz around a campaign generating overall an increase in enthusiasm and interest within the campaign. A TikTok trend will encourage consumers to display individuality and show off their personalities which Gymshark use as their marketing strategy throughout the brand. It maintains the relevance of the campaign allowing consumers to connect not only with one another but also the brand making them feel more involved in the journey of other people’s goals and the brands. Smaller brands who have previously gone viral on TikTok such as Sisters&Seaker, Elf Cosmetics, Peloton, Lululemon, Skims and more.

A NEuro-insight study

GYm Anxiety

TikTok has exceeded other social media platforms in the NeuroInsights study on two important elements of customer neuro response: Participation and Approach. The continuous element of having different content every time a consumer enters the app coupled with the freedom to be creative and ability to engage with content, allows consumers to become more interconnected with brand marketing.

The Approach, especially within this study, has shown that TikTok has shown to be ‘44%’ (TikTok for Business,2023) stronger and popular in comparison to the social media average. This may be due TikTok being such an open space where consumers feel comfortable to interact and post content in which others can relate to creating mini trends and increases in popularity on certain items and businesses. Therefore, the platform’s content is seen to be more reliable as the content is more organic and up to date with trends. ‘It correlates with the likeability of what was seen and with in-the-moment action’ (TikTok for Business,2023) making it more likely for unplanned purchases due the trust placed on the app as well as the comment section. The more responses and likes on a TikTok video, the more likely the consumer is going to take it into consideration and become emotionally involved. The more relatable and eye-catching the content is, the higher the consumers emotional intensity is to the brand’s marketing.

In regards to the engagement rate of consumers on TikTok, the study shows that the platform was ‘15% stronger than other leading platforms’ (TikTok for Business,2023) due to how relevant the content is regarding the consumer and how high it is in correlation to their memory. This will depend on how engaging the content is of the marketing, in comparison to the rest of the consumers For You Page, as the more relevant and up to date the marketing is, the more likely a consumers will remember and engage with it now or later on in the future. This is a benefit marketing on TikTok as sounds and trends are more memorable as it is easier to go viral, whether it is a small business or an established one, it encourages consumers to react and engage with the trend and the brand more.

By analysing Google Search Trend data, we learnt that searches relating to “gym confidence” are up 1,600% year-on-year whilst “getting over gym anxiety” has risen by 300% YOY. Heading to the gym is known for a good way to build on your stamina and strength, improve our overall wellbeing whilst decreasing stress. Gymtimidation is a media buzzword that represents a strong obstacle to exercise. While such anxieties can arise from a variety of sources, frequent causes of gymanxiety include feeling self-conscious, having worries about exercising in front of others, and feeling pressured by social media expectations. This can be resolved through repetition of effort, improving skills and form within the gym, consistency attending the gym to increase confidence within the environment and the avoiding comparing yourself around you. It is evident that gym anxiety is more evident within UK women due to a discomfort within the gym and post-pandemic.

Gym anxiety can strike at any time, from the being at the gym beginner to changing in gyms, having difficulty utilising the equipment, changing in front of others, a crowded gym, or even a male dominated weight room.

According to the PureGym’s UK Fitness Report 2022/23, 1 in 4 people do not go to the gym as they do not feel confident enough to work out. With 56% of the UK population stating they have experienced gymtimidation, it is show that females have been experiencing it greater than men at a 18% difference in comparison to men. This could be due to females are known for experiencing more anxiety than men due to the hormonal changes. On the other hand, this could also be due to lack of knowledge surrounding what exercises to do, feel as though they are being judged or not feeling confident enough to wear gym clothing.

This is Beyond Lifting.

The concept Chapter

3:

The COncept

Not Your Average Lift is an integrated guerrilla marketing campaign for Gymshark, dedicated to supporting, accepting and inspiring the potential weightlifters to push past their gym anxieties to try something new. No pressure, no constrains and no contract, just a forever growing community reaching their full potential through smaller goals.

This is Beyond Lifting...

Within the dark and cold depressing months of winter, the January pressures start to crawl in as we start yet another new year. The immense and overwhelming pressure to create a set structure to follow through to the next year and the high expectations to overall improve your quality of life for that year is daunting. It is daunting enough to feel disappointed when we fail our new year resolutions from the number of limitations and restrictions, we place on ourselves to take up a new hobby, losing weight to stopping a habit. The New Year is known to be the ‘perfect’ time to reset.

Taking the pressures in mind, Not Your Average Lift will prioritise consumers who struggle with the New Year blues of becoming your perfect and improved self. By creating a lighthearted and humorous campaign, Gymshark will encourage people who want to start lifting or who want to continue to weight lift and have placed that pressure to not fail or not to give up to take a step back, take a deep breath and revaluate. The campaign will be centred around bringing back the joy of weight lifting by creating a variety of marketing campaigns across the Gymshark platform through a peaceful pop-up store pun at the London aquarium, a Gymshark TikTok trend centred around lifting anything but a weight in day to day spaces followed by a snippet of the best TikTok’s being placed into a 3D digital billboard.

Rationale

As more athletes step forward with their own gym anxieties and remedies, the awareness surrounding gym pressures and anxieties have grown, particularly since the pandemc and the increase in people using TikTok.

Exercise is known to release serotonin and improve overall body functions, but stress and anxiety can appear at any given time due to being in a new environment, new people, equipment or classes, which can cause discomfort, embarrassment, or makes people feel intimidated resulting in avoidance. The weight room, in particular, is a common source of anxiety on TikTok as it is stereotyped as an exclusive space where men and women with large muscles or are judgemental place themselves. This can portray as intimidating if you are new or not comfortable in the gym.

The campaign can help reduce anxieties about the weight section of the gym as well as picking up weights outside of the gym by creating a joyful and memorable experience that will generate a new stigma around the concept of weight lifting. This strategy combined with a gym wear brand, has never been used before, making it a unique way to connect with consumers and show them that they are seen within the industry through normalising anxieties. Gymshark Athletes such as Anna Archer and Natalee Barnett already use their platforms to discuss anxieties and pressures surrounding the gym, so this will be a beneficial marketing strategy for the brand.

TARGET AUDIENCE

Timeline

Not Your Average Lift will take place during the first week of the New Year, just when the January blues and the desire to abandon resolutions begin to set in. The goal of the campaign, which will begin in the first week of the New Year, is to not only demonstrate Gymshark’s support as the stressful month begins, but also to encourage more individuals to begin weight lifting and buy into the Gymshark brand identity. Consumers will feel an overall drop in pressure as a result of a unique TikTok Challenge because it is a fun and easy workout to start off the new year with, which will lessen overall pressure.

Gymshark’s major target market is people aged 18 to 25, who are determined to achieve their goals and push themselves beyond of their comfort zone to reach their full and maximum potential. They desire to join the Gymshark community of like-minded, fashion-forward exercise enthusiasts who encourage and guide one another. The individual purchases the Gymshark brand because they seek adaptability, comfort, and style in their attire; apparel made for leisure and the gym to boost your overall confidence and motivation. Gymshark’s second largest market outside of the UK is the US. Gymshark is tailored to a global audience that has been brought together to form one interconnected family with their goals and push themselves beyond of their comfort zone to reach their full potential. They desire to join the Gymshark community of like-minded, fashion-forward exercise enthusiasts who encourage and guide one another. The individual purchases the Gymshark brand because they seek adaptability, comfort, and style in their attire; apparel made for leisure and the gym to boost your overall confidence and motivation. Gymshark’s second largest market outside of the UK is the US. Gymshark caters to a global audience that has been brought together to form one interconnected family.

The first tactic will be the TikTok challenge which will be advertised on the 27th December 2023 just before the New Year to create awareness surrounding the campaign aims and objectives. This will be marketed through a social media post as well as an Instagram story. The TikTok challenge will commence on the 1st January 2024 and will end on the 7th January 2024 winners being picked on the 12th January 2024 to allow time for the judges to choose the best videos.

The second campaign tactic will be a follow-up to the TikTok challenge, with the winners being featured on a billboard advertising one month after the winners are announced on January 12th. This will be a 3D interactive feature. This will give Gymshark enough time to develop the content, budget for the billboards, and locate the best position. The digital billboard will be up for 7 days in each of the three locations.

The pop-up event at the London Sea Life Aquarium will be the final tactic of the integrated marketing campaign because it will allow attendees to use the confidence, they gained from the previous three tactics to attend an event where they can ask for advice, guidance, and purchase Gymshark products. The event will take place on the 19 th of February 2024 and will last a week, as a way for participants to jumpstart the rest of the year. This will be a week long event that will be kept small in order to encourage more people to attend.

Campaign Aims

Gymshark hopes to reduce gym anxiety in the UK by setting a playful and creative campaign that will gradually builds up athletes and non-athletes to become more confident about weight lifting in their workout, with the campaign centred on gym anxiety and the expectations surrounding New Year Resolutions. The goal is to help people stick to their weight lifting New Year’s Resolutions and to encourage those who haven’t thought about it to start. This will boost general self-confidence while also raising awareness about the support Gymshark provides to their community, always putting them first. The goal is to design a humorous for strategy campaign that will instantly capture one’s interest and enhance Gymshark’s engagement rates by utilising unique techniques.

In terms of the Gymshark brand, the whole campaign’s goal is to inspire more individuals to weight lift by providing assistance and guidance, particularly to Millennials and Generation X. This goal is to enhance profit and loyalty from the two generations since they are more likely to purchase presents from the company and remain more loyal as nearly ‘58%’ (Lupis,2022) of Generation X are known to be loyal to a business through good service and products. This will also attempt to target their existing loyal clients by creating an alternative and innovative workout with the goal of reducing the pressure they put on themselves throughout the new year. This will enable and encourage interaction between both target audiences. This will allow both target audiences to intertwine and encourage one another to push themselves past their anxieties.

S m a r t

pecific easurable chievable

The campaign’s overall goal is to raise awareness about gym anxiety while also providing assistance and direction from the brand, hence creating brand loyalty and support within the Gymshark community. This goal is critical because 44% (MyProtein,2023) of the UK avoid the gym at certain times due to how busy it is and 30% (MyProtein,2023) avoid the gym due to anxiety, and yet brands are not raising awareness or normalising it, making it a beneficial way to support and target variety of audiences. As a result of producing creative and distinctive workout activities, the proportion of the UK public adding weight lifting to their workout will drop, with the percentage of the UK public adding weight lifting to their workout increasing owing to the increase in confidence. In terms of the brand, Gymshark’s mission is to develop engagement and loyalty among fitness aficionados outside of their niche, such as Gen Z, millennials, and Gen X, who do not work out or do not incorporate weight lifting into their workout.

Gymshark will boost the amount of people adding weight lifting to their next session by 35% by optimising their multi-platforms through four touchpoints: TikTok, in-person event, in-person guerrilla strategy, and a digital billboard. These strategies will result in a 12% boost in confidence in the weight lifting area of the gym. Gymshark’s public support and assistance will result in an 8% increase in consumers purchasing Gymshark products, with a 20% rise in persons aged 35+ purchasing an item from the business after interacting with both the digital billboard and the guerrilla tactic.

Gymshark are known for staying relevant and up to date with trends, especially on social media, with their large following and engagement rate. This will be achievable as Gymshark have built up a loyal following who engage with their content making it beneficial for a TikTok challenge to be the first tactic to reach a large audience about the campaign. Yet, due to Gymshark not necessarily targeting an older demographic currently, Gymshark may need to increase research around how to reach that demographic or create a focus group to ensure the target is met. These goals being completed will depend on the economy, political climate, social trends, technological advances and the environment till January. Yet these negative set backs are continuously changing, meaning that Gymshark will need to research again closer to the time to avoid not being able to meet the goals set.

Gymshark will launch the campaign on the 27th of December, just before New Year’s, as this is when people begin to make resolutions, which can often be unrealistic, turning their attention to weight lifting as their new resolution for 2024. Then, by setting the first technique during the first week of the new year, Gymshark will be able to achieve its overall goals because people are more optimistic and open to new activities. With Gymshark’s TikTok being increasingly powerful already, the TikTok method will rapidly increase awareness surrounding the campaign’s theme, raising engagement rates across the other four tactics. As Gymshark is already a well-established brand, it is the ideal moment to launch the campaign with the goal of achieving the targets by the end of February

The goal’s deadline is the start of March with a start date soon before the New Year. This will enable time for further investigation into the site, scheduling equipment, event venues, and speaking with Gymshark Athletes to verify the dates fit with them; minor tasks that contribute to the larger goal of the integrated marketing campaign. Because Gymshark’s primary point of contact is social media, beginning with a social media plan will generate dialogues and an overall buzz for the range of activities to come, increasing word of mouth will enhance engagement rates and exposure across the campaign.

elevant ime bound

outcomes

Sustainability promotion

To ensure that the Not Your Average Lift Campaign does not harm the environment, the first tactic will be an online challenge that will reduce the physical sources needed such as posters, flyers, etc., reducing paper usage; the second tactic will be a digital billboard that will allow Gymshark to target a large demographic and is an energy efficient method.The fourth method will be located in the London Sea Life Aquarium which will promote and create awareness surrounding the ocean and sustainability. As a brand, Gymshark are already trying to reduce the environmental impact through joining WRAPS’s Textiles 20230 Initiative, achieves a BREEAM rating of ‘very good’ and set a Science Based target guided by the Science Based Target institute.

Our Planet, Our people, Wear more, Waste less

Responsibility

Avoiding offensive content

CHAPTER 5

Another major priority of the campaign is to create a campaign which will not offend, and to ensure that any offensive language or imagery that could be viewed as inappropriate is removed. To ensure that this does not happen, extensive research will be undertaken, as well as further analysis to understand the Gymshark audience.Focus groups and team meetings will also be held to discuss the overall campaign results as well as getting feedback on how to improve the campaign in a positive and more effective manner. Social media monitoring will also be undertaken to ensure that any negative comments are addressed and removed minimising any potential backlash to protect the Gymshark reputation.

Tactic 1: A tiktok trend

do the right thing

About the TikTok challenge

Influencer Marketing

#NotYourAverageLift

To begin the Gymshark ‘Not Your Average Lift’ campaign, there will be an organised TikTok trend to encourage and inspire people who suffer with gym anxiety to step outside of their comfort zone and support potential weight lifters.

In order to minimise the pressures of the new year resolutions and gym anxieties, this TikTok will encourage current and new Gymshark fans to include a simple weight lifting workout within their everyday activities and daily locations.

Lifting any abnormal objects in comparison to typical weights, consumers are encouraged to lift anything but a weight such as a can of beans within their kitchen, a tree branch in the park, a bag of soil in the garden centre to show that they do not need to go to the gym to start their new year’s resolution to lift weights and work out. This can be anything from light objects to heavy objects. The consumers will be also be encouraged to film this activity as a TikTok using the hashtag ‘#NotYourAverageLift’ with the more humorous, inspirational and attention-

grabbing videos being taken to make into a montage for a Gymshark 3D billboard in London, Manchester, Birmingham and Edinburgh.

The TikTok trend will drive people to exchange the pressuring weights for everyday objects to perform reps with whilst being filmed. Lifting weights is typically done at home or in a gym, but the trend encourages the opposite and encourages consumers to lift objects in places where they spend the most time, such as their kitchen, a clothes store, while doing a food shop, an office and so on, in order to reduce the overall pressures of picking up a weight for the first time.

TikTok Challenge Example

One of Gymshark’s most successful marketing techniques is influencer marketing, which involves building a community of fitness influencers in order to reach a larger demographic, give the company more personality, and connect with their customers on a deeper level. These Gymshark ambassadors produce content such as workout advice, physical and mental awareness, and daily vlogs about their everyday lives. With the influencer sector growing from ‘6.5 billion to 1.8 billion’ (Collabstr,2022), the TikTok challenge will benefit from maintaining Gymshark’s most effective and well-known strategy to ensure the brand identity is shown throughout. It is an effective marketing strategy since Gymshark ensure that they personify the brand’s identity and beliefs while also promoting the latest gym apparel, trends, and the latest events to each of their niche followers. Gymshark Athletes are known to be a part of the brand journey, making it easier to ensure that the TikTok campaign reaches a large audience because they have fans who are motivated and loyal to their content and who participate on a regular basis. This will boost the number of people who engage and try the challenge, like or remark on it, and share the news to their friends. To ensure the athletes are promoting the Not Your Average Lift Campaign, they will need to use the hashtag #NotYourAverageliftGymshark to generate a hashtag where their followers can post their own versions of the challenge within a supportive and innovative space.

GYmshark #BeyondYourAverageLift Challenge

How?

01.01.24 - 07.01.24

Gymshark

Athletes Anna Archer, Natalee Barnett, Oyinda Okunowo, James Beardwell, and Sam Goat will first start off the trend by creating their unique exercises on their TikTok using typical day-to-day objects such as a can of beans, a bike, or even a pile of books. The goal is to encourage and motivate their followers to engage and push themselves outside of their comfort zone, or to participate to relieve stress by making their workout routines more entertaining and creative using this Gymshark campaign tactic. The higher the interaction rate from the five influencers, the more successful TikTok will be because they are raising awareness about the difficulty of weight lifting. All five influencers have different niche target audiences, but they all still share the same desire to help their followers who are looking for advice, guidance, and support surrounding techniques, gym anxiety, and mental health awareness through entertaining and playful videos that challenge the stereotypical gym environment. The brand ambassadors have regulary shown an interest in a fitness challenge and trend through their TikTok content, such as participating in Gymshark66, upcoming fitness trends with other Athletes, and protein challenges; such challenges have been successful within TikTok’s fitness side, making them the ideal influencers to kick off the trend with encouraging, entertaining, and organic videos are easy to relate to, demonstrating that the Gymshark brand is about more than simply bodybuilding. All five influencers already have strong relationships with Gymshark followers and fitness factors, making them the ideal candidates to kick off the trend, which is aimed at the Generation Z and Millennial demographics.

Target audience

The Gymshark TikTok campaign is primarily aimed at people between the ages of 18-34, who are engaged and highly impacted by social media, boosting the likelihood that they will want to participate in the trend. The more tailored the marketing tactic is, the more participants will engage with the trend raising awareness and a buzz around the start of the campaign. The campaign’s goal is to encourage more people to start weight lifting in the New Year, and the TikTok target audience is for those who want to start weight lifting but are nervous or don’t know where to start, encouraging them to start within their daily environments with a less pressuring object as a way to reduce gym anxiety. Yet, in order to keep Gymshark community loyal, Gymshark enthusiasts, fitness fans, fitness fanatics and bodybuilders are encouraged to adapt their workout routine and look for alternative ways to still include a fast pump into their everyday lives in a playful and less pressuring way during the start of the New Year. The use of popular Gymshark Athletes such as Anna Archer, James Beardwell and Oyinda Okunowo starting off the trend to their followers, their niche fans will also be encouraged to participate with the playful trend. With Gymshark and TikTok being a global brand and platform, this tactic will not only target the UK but will create instant global recognition due to how fast the brand has grown and how fast they can reach a large audience. This is a strong way to start a campaign as it is taking user generated content and using it as a marketing strategy.

With Anna Archer, Sam Mccarthy, Oyinda Okunowo, James Beardwell, Natalee Barnett, Sydney Cassidy and more...

As the New Year approaches, anxiety levels rise as the pressure to keep your New Year’s Resolution grows. We feel that beginning with little goals will relieve stress; we encourage you to start small.

Sounds Confusing, why start small? Is it not the point that you are supposed to push yourself to your limit? When starting a New Year, resolutions are hard to maintain when your motivation is slowly decreasing. Whether you are Gymshark Athlete or wanting to take up weight lifting for the first time, the Not Your Average Lift challenge encourages you to become creative, avoiding the busy gym month and pick up an ordinary object instead of the taunting weights. Starting small will make your goals and minimising your anxieties will bring you a step closer to your resolutions.

Conditioning

What is the Not Your Average Lift Challenge?

Are you ready to avoid the New Year anxieties and pressures this January?... Drop the weights and pick up an everyday object. It is time get creative with your workouts.

GYmshark

What is the Not Your Average Lift Challenge?

Posted 27 Dec 2023

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As the New Year approaches, anxiety levels rise as the pressure to keep your New Year’s Resolution grows. We feel that beginning with little goals will relieve stress; we encourage you to start small.

#notyouraveragelift Gymshark

Are you ready to avoid the New Year anxieties and pressures this January?... Drop the weights and pick up an everyday object. It is time get creative with your workout with a TikTok Challenge. Push yourself outside of your comfort zone.ts.

TikTok timeline

18.12.23- 12.01.24

On the 18th December 2023, an email will be sent out to the Gymshark Athletes about the upcoming campaign in with information about the campaign, how they are helping Gymshark and guidelines to what they need to spread in regards to the campaign through their socials.

The aims

A social media post will be then posted on the 27th December 2023, on the main Gymshark social platforms: Instagram, TikTok, Twitter and Facebook with a blog post featuring the campaign with information answering possible questions from customers.

From the 23rd December 2023 to the 5th January 2024, Gymshark Athletes will post their videos of them participating within the challenge either together or separately to kickstart and drive the challenge forward to their followers and the Gymshark community. An Instagram story will also be posted every day on the Gymshark’s socials of the staff who work at Gymshark in the office participating, Gymshark athlete videos and more information about the challenge.

On the 12th January 2024, the five winners will be chosen and will be announced on the Gymshark Instagram story followed by an official dm from the Gymshark account to the winners with the consent for the billboard.

This will allow time for Gymshark to filter through the TikTok posts and judge which ones are the best to feature within the campaign.

The aim of this TikTok trend is to create a playful, supportive and creative environment where consumers feel as ease whilst trying to lift for the first time within the comfort of their typical locations .By creating a comical fitness trend, this will decrease the pressure of lifting weights and start consumers fitness goals off overall in a positive direction. This tactic is also aimed at fans who are fitness fanatics, who thrive for a challenge and pushing themselves to their limits. By giving creative direction to the consumers, the aim is to increase the emotional connection between the fitness brand and the consumers encouraging the community to take their first step to reach their goal. The promotion of organic, user generated content will aim to motivate others to join in the challenge which will start to increase their confidence with weight lifting. This will generate a more creative and diverse marketing strategy which will enhance the brands support to the fitness industry as well as promoting Gymshark’s strong values.

Gymshark will boost the amount of people adding weight lifting to their next session by 45% by optimising their popularity on TikTok. By Gymshark using TikTok trend, there will be a 55% increase in people buying a Gymshark product which they have seen another TikTok user has worn and a 35% increase in consumers buying a product which they have seen a Gymshark Athlete wear within their TikTok video. With Gymshark’s TikTok following currently 4.6 million followers with a total of 71.9 million likes, after the trend ends the following will increase by 35%. The engagement rate of from the challenge will increase by 45% as it is a user-generated tactic, the more people try the video, the more people are going to react and engage with the Gymshark brand. To boost the tactic, the #NotYourAverageLiftGymshark will receive a 43% increase in awareness starting off the campaign in a positive direction.

saftey requirements

Gymshark will increase the number of customers adding weight lifting to their next session by 45% by optimising their TikTok popularity. Gymshark’s TikTok trend will result in a 35% boost in individuals purchasing a Gymshark product that they saw on another TikTok user wear and a 42% increase in consumers purchasing a product that they saw a Gymshark Athlete wear inside their TikTok video. With Gymshark’s TikTok following currently at 4.6 million and has 71.9 million likes, the following will increase by 37% after the trend ends. Because it is a user-generated tactic, the engagement rate from the challenge will increase by 45%. The more people who try the video challenge the more people will react and engage with the Gymshark brand. The #NotYourAverageLiftGymshark will receive a 43% rise in visibility to kickstart the campaign in a positive direction.

Responsibility

Gymshark already have a large TikTok platform following as well as a very distinct brand identity that is visible across all touchpoints of the brand. Gymshark is known for their successful influencer marketing and Gymshark community, so tapping into what Gymshark is already successful and known for will increase the visibility, awareness surrounding the campaign and motivate new gym goers to want to become a part of a supportive and inclusive community. Gymshark influencers will allow the tactic’s goals to be realised because they already have a strong niche following that trusts and is loyal to the influencer, encouraging their following to follow the trend and buy into the latest Gymshark products they are promoting through their content. Gymshark will also be able to monitor the engagement rates and success rate using CRM in order to boost customer interactions and overall profits throughout the tactic. Starting the campaign with one of the most successful marketing techniques will provide an immediate boost for the campaign to commence for the next few months.

TikTok is an innovative and globally used marketing medium with unprecedented viral potential for any video posted making it the perfect social media strategy for the campaign. TikTok, in particular, is a vital and strategic approach to engage with the younger generation because it is known for being ta the forefront of trends as it is run through usergenerated content, which fuels how brands sell and develop their products. As Gymshark is already a global brand, the challenge will attract participants from all around the world, increasing the campaign visibility and raising awareness of gym anxiety. Paying homage to Gymshark’s earlier TikTok campaign, Gymshark66, this is related to the aim and goals as it has previously demonstrated that TikTok trends have improved the brand’s followers and engagement rates.

Given that this TikTok challenge requires participants to lift heavy objects while pumping some reps, safety should take high priority to ensure that the challenge does not cause participants physical or emotional harm whilst filming. To prevent participants from promoting any form of behaviour that generate harm, such as violence, big things lifted by professionals, or emotional damage, there will be set limits for what participants can and cannot post, which will be posted on Gymshark’s social platforms and site. This is done to avoid legal action if a person chooses to use TikTok in an unsafe manner as it will be down to their own responsibility and no longer Gymshark’s. This will also have an age limit to prevent children from injuring themselves when lifting heavy objectsas well as strict parent supervison. Any offensive or even potentially hazardous videos on TikTok will violate the platform’s and Gymshark’s guidelines, and will be instantly removed as it is a constant filter on the platform.

Because this is the campaign’s first tactic, it may be more difficult to achieve these goals right away as there will be less awareness surrounding the campaign. However, with correct marketing, research and planning, this tactic will meet the goals because it will be first announced on the 27tth December and will end on the 12th January 2024, giving enough time to boost the marketing behind it with the potential to place more money behind it if the tactic’s success rate exceeds expectations.

Responsibility

legal requirements

Legal requirements will also be taken into great consideration to avoid any form of legal action from other brands, or the participants involved wihtin the video. To avoid this, critical research and analysis will be conducted by Gymshark as well as written permission from participants for if Gymshark would like to repost their videos. This will cover Gymshark from any legal action if any participants then change their mind or do not like the outcome. To avoid this, participants will be shown the video once it has been edited for them to state if they would like to continue with the advertisment or not.

TikTok Budget

The cost of the Gymshark TikTok challenge can vary depending on the length of the challenge, the number of influencers, if the tactic aligns within the influencer’s contracts, how much it costs to promote hashtags within TikTok, advertisement and branded effects and whether if the tactic needs advertisment on TikTok. This is due to the platform TikTok having in-house advertisement and promotion methods which Gymshark can pay for extra promotion in order to maximise visability.

Gymshark Athletes have an annual retainer fee within in their contract which states that if it is a main brand campaign, they do not need to be paid extra outside of their contract. This event is classes as a main brand campaign, so the Gymshark Athletes will not need to be paid outside of their typical contract from this campaign budget.

In order to promote the hashtag further, Gymshark will pay for their hashtag to feature on the TikTok Discovery Banner which will encourage more users to click on the hashtag to view what the current trend is as well as encourage more users to participate. As this TikTok challenge only lasts a week, this will cost Gymshark £123,000 for the week to ensure the hashtag remains on the TikTok banner.

If Gymshark want to expand this challenge, for example make it last longer or add more marketing within TikTok, the budget may variety depending if Gymshark want to add more funding into the campaign due to it being successful or whether they want to add some shoots or their own video content into the challenge.

6 The concept

Tactic 2: Digital billboard

A 3D digital billboard presenting the winners TikTok videos will be edited into an interactive and unique marketing strategy. Digital billboards are typically found outdoors, in populated environments, with a large-scape digital video or image used for a brands marketing. The billboard advertisement will consist of TikTok videos from Gymshark consumers from the challenge whilst wearing the Apex or Elevate collection. These videos will not only represent the Gymshark values of being accessible, inclusive and entertaining but also the overall theme of overcoming and defeating Gym anxiety. To maximise the use of the digital billboard, the participants will re-record their winning videos whilst wearing both the Elevate and Apex collection. This tactic will be distributed to the public a month after the TikTok challenge has finished to ensure time to choose the winners, film the new content and research into the cost. This will maintain the buzz surrounding the Gymshark campaign.

Target Audience

Rationale

Digital Billboard advertising is a strong way to connect with a large demographic for a short period of time as they are typically located in highly populated locations. Therefore, the viewers are more likely to be more encouraged to look up from their phones or stop their actions, to become fully absorbed into the immersive world of the brand. According to Media Resources, ‘71% of respondents thought that effective billboards capture viewers attention more than online advertising,’(Media Resources,2023) as it is a quicker and more convenient way to learn more about a brand in a easy and accessible location within a short period of time.

A 3D digital advertisement has a higher retention rate than a traditional printed billboard in the same location ,as Gymshark can use the 3D effects of the winners lifting the weight creating a sense of tunnel vision due to the uniqueness of it. A digital billboard also can be cheaper than traditional print billboards as it cuts out having to pay for the large print out of the advert, as well

as saves time having to wait for it to be printed and stick up for a short period of time for it to be taken down again. Therefore, a digital billboard will minimise the time wasted for the billboard to be both stuck up and the engagement rates would be greater. It allows a brand market the campaign as well as both their Elevate and Apex collection.

This is an effective marketing tactic for Gymshark as the brand can negotiate the price, the dates and time it will be featured which will depend on whether the brand has a lot of other requests or not. The quieter the billboard company is, the more room Gymshark have to negotiate their marketing price as well as the duration of it being placed there. Even though this is a hard way to monitor the engagement rate, this is a beneficial way to increase the engagement through a vast demographic which the campaign aims to reach.

The Gymshark 3D digital billboard is primarily aimed at locals who currently live in Edinburgh, Manchester, and London who commute, live near or are currently visiting one of the cities. The three locations are known to be highly populated and gather a high number of traffic throughout the cities, which increases the campaign’s visability overall. However, because it is a 3D visual, the target audience is expected to grow at a rapid rate as more viewers are expected to film and photograph the billboard due to it having a 3D aspect. As a result, the more consumers film or photograph the billboard, either sharing with friends and family or posting them on social media, the more likely the secondary audience will become global. On the other hand, billboards are a hard way for Gymshark

to measure the viewers or know the type od demographic it is mainly targeting. To avoid not knowing the success rate, critical research about the three locations will take place to ensure it will not cause any offense or harm. The target audience does not need to be interested in fitness, weight lifting or Gymshark but the tactic’s aim is to make viewers curious and alert about the campaign and the Gymshark brand. The campaign’s goal is to create a tunnel vison effect with the viewer, motivating and encouraging them to learn more about the campaign and the Gymshark brand. Therefore, the viewers of the three locations, must be open to interpretation. This billboard does not have a specific age demographic as it will be open to the general public in all three locations, which will increase the word of mouth based on the 3D feature, guaranteeing that the campaign is discussed.

billboard timeline

This will be a beneficial time to advertise on billboards because it will be after the New Year’s busy Black Friday deals and, the Christmas holiday rush, resulting in a fall in demand for billboard advertising as there is no next major holiday. As a result, the fewer the demand for billboards are going to be, the lower the price Gymshark will be able to negotiate which will save capital to be spent elsewhere. In terms of the core message to maintaining New Year Resolutions, this strategey coupled with the aim to reduce gym anxiety in the New Year, and the pressure of becoming a new person, this is a great moment for the billboards target a large demographic who will relate to the pressures more personally. The billboard will improve the general public’s confidence and active attitudes in sticking to their resolutions and continuously stepping outside of their comfort zone.

From the 1st October 2023 to the 12th January, critical research and analysis will be in place to ensure that Gymshark are hitting the correct target markets, ensuring legal and social responsibilities will be considered. During this time period, Gymshark will be contacting the billboard advertisment companies to ensuring that there is availability for the campaign. If not Gymshark will find an alternative option.

The winners of the TikTok challenge will be released to the general public on the 12th January 2024 followed by a social media post across all channels, on their blog and a direct message with a signed consent form they would like to participate within the campaign. At this stage, there will also be mention of the next tactics.

After the winners announced, from the 19th January 2024 to the 1st February 2024, the winners are invited to go shoot the campaign at the Gymshark HQ with the opportunity to have a tour, grab some food and have time to share their thoughts and ideas about future campaigns.

From the 19th January 2024 to the 9th February 2024, the video will start to get edited together as the winners are filming their content. This will ensure that the video is completed in time, ensuring that the 3D aspect works, photoshopping the clothing ect to ensure the lighting and contrasting is correct as well as making sure that the measurements are correct for the three locations.

On the 12th February 2024 the 3d digital billboard will be released to the three billboards for one week. In order to promote the billboards, Ben Francis will take a photo infront of the London billboard with the caption pinpointing the three locations for consumers to check out. There will also be press which will cover the release of the three locations.

The first billboard will be located in London on the Piccadilly Lights, which is known for it’s curved screen and large brand advertisements situated within the West End. The digital billboard has the opportunity for 6 brands in a continuous rotation filter to feature on the billboard every 90 seconds throughout the day and night. On the other hand, there is a new opportunity for brands in which they can now dominate the screen every ten seconds to maximise their engagement rates which will be a benefit for Gymshark. These digital screens in particular are a popular tourist attraction because of the location being situated amongst the West End, the major shopping areas and busy undergrounds. ‘Recently brands such as Balenciaga and Amazon Prime have created a 3D activation using Deep Screen which were successful creating a tunnel vision. In regards to the audience demographic of this location, it has stated to be ‘53% male and 47% female who are city sophisticates, Career Climbers and have lavish lifestyles.’ (Ocean Outdoor, 2023) Breaking the demographic of the location further, 15% of viewers are aged 16-2, 26% are aged 25-34, 17% are aged 35-44, 17% are aged 45-5 and 25% are aged 55+.’ (Ocean Outdoor, 2023) This will be a beneficial location to maximise consumerism.

This is an important location for the Gymshark 3D digital billboard as it is an distinct location where brands can/ have reached global consumers whilst still being able to be as creative as they wish. The Piccadilly Lights can connect with a lobal audience which other digital billboards cannot necessarily do coupled with 3D aspect of the Gymshark billboard will be a successful marketing technique. The location is also popular with tourists whcih is also another benefit for Gymshark marketing on the board. The billboard can market to the millions of people who pass through Piccadilly Circus but also can rely on tourists taking photos of it and uploading it to their socials. This will increase the engagement rates and awareness globally surrounding the Apex and Elevate collection and the Not Your Average Lift campaign. The location’s audience is also a large benefit for the Gymshark brand as it targets a vast demographic successfully through short, attention-grabbing and immersive videos. With the target audience of the campaign being such a vast audience who might not ,do not lift or are too nervous to lift, Piccadilly Lights is an ideal location. With success of the first store opening on Regent St in London, having a billboard on the Piccadilly Lights close ot the store, will also increase the percentage of people going insdie the store, buying products and interacting with the Gymshark brand.

Gymshark london Beyond Your Average Lift

13-20 March 2024 Piccadilly circus lights

manchester

#NotYOURAVERAGELIFT

The second digital billboard will be located on Manchester’s Victoria Warehouse as it is known to be the second largest digital screen in Europe and has such a high traffic account. With over ‘60K+’ (Edison Media, 2023) in traffic a day,’ 415,982+’(Edison Media,2023) a week, it overlooks a busy junction in Manchester which visitors and commuters use to get in and out of the city centre making it an eye-catching and unmissable location. This will be a successful location to reach a large target audience as it is only 0.6 miles away from Manchester Old Trafford stadium which has a capacity of ‘74,310’ (Edison Media, 2023), on site of Victoria Warehouse which is a large music event in Manchester which has a capacity of 3,500 and is 0.7 miles away from Lancashire Cricket ground which also has a capacity of 26,000. This board inpaticular has illuminate on hours from 6am to 2am making it more sustainable way to save energy as it is a rather large with a measurement of 17.4m X 17.6m. This will be a successful location for the Gymshark 3D digital billboard as it is so large that it will create an instant attraction to the advertisement making it more rememberable for the general public; an increase in awareness surrounding the campaign.

victoria warehouse, Manchester

edinburgh

Leith Walk, edinburgh

The third interactive digital billboard will be located in Edinburgh city centre on Leith Walk which is a couple minutes’ walk from John Lewis, Princes Street and Waverley Station making it a prime, high traffic location for retail. At 50 sq. metres, the digital billboard is known for being the largest digital displays in Edinburgh with a loop length of 6X10 seconds. This is the ideal location for the Gymshark billboard as it is the route to get into the centre and out of the centre to the North East of Edinburgh. As it is a main road, this will generate a large amount of engagement due to the high amount of traffic passing by whilst the digital billboardd is on. With the digital billboard being unique and having a strong 3D aspect, this will draw the extra attention to the billboard whilst targeting a variety of demographics. With 15% of the North attending the gym already, by marketing in Edinburgh it will help increase the percentage of the population attending the gym and lifting weights as well as it will create a step to entering the retail market in Scotland to see if the brand would succeed as a store there. Especially because the pop-up event tactic is based within London down South, it minimises the exclusion of the North with the campaign being able to target all three sections: the North, South and Midlands maximising awareness. This billboard, like the other two locations will also be situated there for a week to ensure that it gains the maximum viewers, to make it rememberable and to ensure Gymshark receive a return in investment.

the aims

Following on from the TikTok challenge tactic, the aim of the digital billboard is to produce an immersive and playful, 3D billboard that, due to the depth of image, instantly generates a sense of tunnel vision between the billboard ad and the viewer. Because the billboard is 3D, it will increase the overall the interest of commuters, visitors, and drivers passing by at that current time, making it more memorable. The unique aspect will encourage them to take a photo/ video of it to post online increasing the overall buzz centred around the idea. In terms of the location, positioning the billboards in three cities: Manchester, London and Edinburgh, it will be able to showcase the campaign’s message to the whole of the UK including the Gymshark brand identity. The more attention-grabbing and surprising the digital billboard is, the more powerful and immersive the message is, the larger the return on investment for Gymshark, and the stronger the relationship is between Gymshark and the viewers. The gaol of developing a 3D aspect is to create a new unique selling point setting themselves away from their competition by using adaptive technology to present themselves as forward-thinkers.

#NotYourAverageLift

billboard marketing

As Gymshark are unable to provide specific engagement rates or whether the tactic has exceeded its return on investment, social media marketing will be needed in order to promote and raise awareness about the billboards. Gymshark can get a generalised estimate to how many people visited the website to read about the billboard and how many likes, comments, shares, and views it receives by tracking cookies.

Ben Francis will promote the billboard by standing in front of one of the billboards in London, Manchester, or Edinburgh, which will then be uploaded on both his social media platform and Gymshark’s key platforms: Instagram, Facebook and Twitter.. This will help humanise it through a personality and increase the transparency of the brand with the billboard by having the CEO of the brand stood in front of a usergenerated billboard. The CEO stood infront shows his excitiment and support behind the campaign.

Another way the billboard will be promoted, is by sharing video sharing video snippets on Gymshark’s social platforms as well as behind the scene access on the Gymshark Central blog. Posting these snippets of the video in 3D form, will increase curiosity and create a buzz around the billboard before it is even launched. Even if the billboards are positioned in high-traffic areas, this will boost their visibility and inspire viewers to take detours to go view the unique visual with their friends or family members. Using social media will also allow the billboards to reach a global audience, eventhough the billboards are only located within the UK. Gymshark could look into making this a global campaign.

elevate x apex

To ensure that Gymshark’s billboard marketing strategy is making the most out of the video, the TikTok winners will wear both the Elevate collection for women and the Apec Collection for the men. Using user-generated content, the winners wearing the two collections will help increase a buzz around the two previous collections, resulting in customers returning to purchase the clothing they may have forgotten about, increasing the return on investment. The activewear will also be in 3D, which will improve the flexibility and adaptability of the products by allowing them to be seen in motion on a huge 3D screen close to where they live.

Since it is a physical advertising method, the Gymshark 3D digital billboard is estimated to increase the number of people adding weight lifting to their next session by 32%. Gymshark, on the other hand, will be able to gauge the engagement rate, likes, and feedback by including a social media plan to market the billboard before and throughout the week where it is located. The online interaction rate from social media snippets and the blog will increase by 43%. Since the models will be wearing clothing from previous collections, Apex and Elevate, the visibility of the billboard will increase, as will the return on investment from the collections. Because the Gymshark billboard is visible to the general public in three locations, the overall engagement rate of millennials and Generation Y will increase by 24%, increasing the likelihood of them purchasing from Gymshark for themselves or as a gift by 30%. At the end of the clip, there will be a QR code that Gymshark can use to estimate how many people scanned it and how many people were interested in learning more about the brand and campaign. This will have a 35% engagement rate.

sustainability Responsibility

As the billboard is a physical marketing strategy, as opposed to the TikTok campaign, Gymshark will need to include a social media strategy to gain a rough estimate of how successful the billboard is through social media traffic through likes, comment, and views. The snippet on the Gymshark Instagram story, will include a link to the blog, where they can learn more about what Gymshark is up to. This will increase transparency between the brand and the viewer. Gymshark can use this information to push CRM approaches and collect data on success rates and return in investment rates. The QR code is another way Gymshark will be able to monitor the success of the goal, since Gymshark will be able to observe how many people scanned the link to the blog, how long they have been on the blog for and whether they bought an item to how successful the billboard is. There are also rough estimates on the billboard advertisement sites, which will provide Gymshark a general estimate of how much traffic they believe passes through that location at specific time frames, to how many estimates views it will gain and what the billboard is located near in regards to tourist points.

Gymshark is already a global and well-established brand with a strong brand identity that is apparent across all touchpoints, thus this target will be met for the digital billboard. Positioning the billboard material in three high traffic sites will boost the visibility of the content, particularly because of the use of a unique marketing method based on high-end technology. This will make the campaign and the Gymshark brand more memorable, motivational, and engaging, leading to an increase in the number of individuals wanting to get active or switch up their activewear with Gymshark. Since the strategy does not aim to target a specific demographic, the billboard is an strong way to increase visibility and awareness of the campaign. The social media strategy, in particular, will increase the goal’s achievability by spreading information about the position of the billboard, what it may show, and how long it will be up, encouraging more consumers to go out of their way to observe the 3D video, especially fans of the brand. The 3D component will motivate consumers to record movies and images and publish them online, increasing word of mouth without Gymshark having to invest additional money in the approach.

Gymshark will release the 3D digital billboard to the Edinburgh, London and Manchester locations on the 12th February 2024 followed by a social media post across all channels and their blog. With Christmas, the New Years and Black Friday in the past, the billboard demands will not be as high resulting in Gymshark having more room to negotiate the price, how the long the billboards will be able to stay up for and or even be persuaded to add more billboards if the price is reasonable. Even though February is a quiet month for billboards, the traffic in those areas will not decrease resulting in a higher success rate for the return on investment, an increase in profit from viewers purchasing the Apex and Elevate collection and an increase in awareness surrounding the campaign. As Gymshark are already a well-established brand, fans of the brand will instantly draw the attention to the billboard and with the 3D effect, it will grab the attention of new audiences which Gymshark may not have been able to target using other forms of marketing tactics.

Sustainability will be explored and integrated into the 3D digital billboard campaign for Gymshark reflecting the sustainability aspect of the campaign. The usage of environmentally friendly materials, as well as the amount of time the billboard will be on, will be evaluated. As it is a digital billboard, energy efficiency will be considered and ensured by researching possible renewable energy tactics such as timers and sensors, allowing the billboard to turn off when no one is present on the street. This will minimise Gymshark’s overall carbon footprint while also increasing their favourable brand image because they are constantly ensuring that a sustainable aspect is considered in every aspect of the campaign.

The goals deadline is a month after the billboard campaign will be released to the general public. During that month, Gymshark will have enough time to filter through the winners through the use of the hashtag, invite the winners done for the shoots as well as editing it together. As the research started for the billboard from the 1st October, Gymshark will already have the structure of the video, the types of locations, music etc. meeting that quick turnaround to meet the goal.

legal requirements Responsibility

Legal requirements will also need to be considered when planning a digital billboard campaign to ensure that the content used does not have any property rights as well as consent from the participants to avoid any form of legal action and extra emergancy expenditure during the campaign. A written consent form will be put in place to ensure that the winners from the TikTok challenge have read through what the campaign is about, what they will be participating in, the exposure they will gain as well as that they can drop out at any point as it is not a strict contract. Advertising standards will also be taken into consideration as it must comply to the Advertising Standards Authority within the UK ensuring that the claims made throughout the content will be accurate and will not portray in any form as inappropriate or offensive. As the billboards will be located within three locations, local regulations will also need to be critically analysed as it is advertising in local places ensuring that they have the permission to create a 3D billboard in that location. The Web Content Accessibility Guidelines within the EU will also need to be considered ensuring that the billboard is accessible for anyone with hearing or visual impairments locally. As a result, there will be no flashing lights or anything that may disturb day to day activity as well as affect anyone who suffers with epilepsy.

CHAPTER 7

Tactic 3: GYmshark lifting club:aquarium edition

The Concept

The final tactic of the campaign will be centred around face to face interaction within a light-hearted and welcoming space; where attendees will be able to work out, shop and listen to guest speakers amongst the sea life. This will be the first form of face to face interaction within the campaign where Gymshark can support and guide fans through their struggles.The location as well as the event name will create a humorous pun centred around the brand name with the aim to be less pressuring for attendees who are new to weight lifting. In terms of the location, the event will take place in the London Sea Life Aquarium for one week only. The Gymshark Lifting Club: Aquarium edition will be centred around creating a safe space for beginners to gain advice, tips and learn more about the Gymshark brand through guest talks and weight lifting workshop with Gymshark Athletes with the opportunity to have one on one time with Gymshark Athletes and the sea life.

GYmshark meets the ocean.

The aims

The aim of the event is to create an immersive, interactive and unique experience for attendees, who suffer with gym anxiety to attend. With the pressures of New Year Resolutions trapped outside the aquarium, attendees can enjoy and focus on their mental health and wellbeing in a supportive environment with the guidance of Gymshark. Leaving the event, guests will feel more relaxed, more confident and go to the weights section with an open mind. At the event, the guests will be able to receive guidance on techniques, forms and workout routines which will increase their confidence as the weeks go along. The aim of this is to increase their confidence as they will have more knowledge as well as knowing they set routine when entering the gym which reduce the gym anxiety. The aim of this is to create a sense of normality surrounding anxiety with the opportunity to ask personal questions which will increase not only the overall confidence of attendees but also create a more personal connection with the Gymshark brand. Attendees will feel a greater connection to the brand resulting in a possible change of stigma surrounding lifting weights. In regards to the brand, the aim of this event is to not only create brand awareness, but also to connect with a different target audience from their niche fitness enthusiasts as it will reinforce the strong Gymshark values which have been presented throughout the campaign and the brand as a whole. The aim of the event is to show how the much Gymshark supports its community increasing both brand loyalty and positive press to the world. As Gymshark are known for their bodybuilding, garage root mentality, this will take a different approach to what Gymshark are currently doing ;maximising profit and Gymshark’s positive impact on the world.

Target audience

The overall aim of the campaign is to decrease gym anxiety and increase the percentage who are confidently adding weights to their next workout within the UK. The primary target audience for the campaign is men and women ages 21+ who either are too anxious to start weight lifting or are currently weight lifting and want to learn more about how to reduce the pressures of the New Year Resolutions. As the event is a week-long tactic, both Gymshark influencers and the overall general public will be invited and must sign up through either a Gymshark representative or through the official Gymshark website. These attendees, must have an open-mind about weight lifting, have an interest about learning more about the Gymshark brand whilst learning more about how to become a more sustainable person. The press will also be invited throughout the week-long event so Gymshark can prolong the events buzz whilst opening it up to a larger demographic. The more positive press, the more likely that Gymshark will exceed the return on investment within the pop-up store, their retail website and their first official store.

rationale

Within the first couple of months into the New Year, statistics show that ‘43% of people expect to give up their goals after just one month.’ (Sundried Activewear,2023) With ‘research showing that 95% of New Year Resolutions being fitness related, but just after 3 months, only 10% of people think their resolutions will last.’(Sundried Activewear,2023) Taking these tactics into account, hosting an event within the an aquarium and surrounding attendees within nature, will help radiate the confidence and serotonin needed to help people stick to their New Years Resolution. In order to decrease the pressures and anxieties, attendees will be able to submerge themselves into an underwater themed environment where all anxieties and pressures will be obliviated. The calming atmosphere and blue undertones of the water reflecting into the event room, will gain an increase in confidence as they attend a range of underwater themed events. The aim is for attendees to be sent away from the event with a fresh perspective and a large smile.

smart goals S

The overall goal for the pop-up event within the London Sea Life Aquarium to create an immersive and interactive experience for attendees to enter space where pressures of sticking to New Year Resolutions and the increase gym anxiety surrounding weight lifting overall decreases. This is goal is distinct for the final tactic as the more relaxed person is within the environment, the more confident person is, the greater impact they are going to have on their workout. If the attendee has the overall idea that the environment is intimidating from when they first step in the gym, they are going to have negative connotations throughout their workout experience which is important to avoid doing during the event. The goal of the pop-up event is to increase the UK including weight lifting with confidence; reinventing the stigma around lifting heavy and being an intimidating environment. In terms of the brand, Gymshark’s mission is to increase awareness surrounding their values, identity and how sustainable the brand is as it is located within an aquarium. The attendees will be able to submerge themselves into the Gymshark community where they can be encouraged into buying products from the store with the positive energy radiating from the event

Gymshark will boost the number of attendees adding weight lifting to their next session by 55% by creating a supportive and relaxing environment amongst the sea life through a variety of touchpoints such as guest speakers, a pop-up store and a work out class. These strategies will decrease the pressures and anxieties of strict New Year Resolutions from the attendees by presenting small goals in creative ways within fun and unique environments by 45%. Gymshark’s support throughout the campaign event, will create 30% increase in ages 35+ purchasing Gymshark clothing for themselves or as for a gift by the end of the pop-up event.

The Gymshark community is known for being supportive and welcoming as it includes a large group of like-minded people who have the same interests and similar like-minded goals. This community creates a sense of belonging creating and a sense of family which encourages one another to push themselves to the best of their ability. The goal will be achievable as the environment throughout the event from the hosts, to guest speakers and Gymshark athletes, will radiate this type of positive energy which will create a sense of confidence surrounding weight lifting from the type of atmosphere they are within. By surrounding the attendees around water and seal life, it will increase their overall serotonin which will then increase their confidence and encourage them to relax making them feel more optimistic about weight lifting.

In regards to the Gymshark brand, the aim is to exceed the return on investment, increase the brand identity through sustainability promotion and offer new guidance and support to their current and new target audience. A pop-up store will also be featured as this will be where the brand will gain the return on investment which was previously shown through the Lift Manchester event.

Gymshark will launch this event on the 19th February 2024 and will last week which is approximately a month into the new year. This is relevant goal because according to Forbes, ‘19%’(Forbes,2023) of New Year resolutions last at least one month and ‘11%’(forbes,2023) last less than a month. This is a beneficial and relevant goal as it encourages the attendees of the event to continue their New Year resolutions and motivate them to continue with the event portraying weight lifting as a confidence boosting and fun way to workout. The pop-up event is the last tactic of the campaign as it allows the attendees to use what they have learnt and use the confidence they have built up from the other two tactics to enter the event in a positive mindset to learn new skills, to join supportive community and pick up new interest.

The deadline is for the start of March, allowing month for the campaign to become known and made a positive impact. This will enable time to gather both primary and secondary research into Gymshark’s previous campaigns and take the most successful aspects and add it into this campaign to maximise engagement rates. This will allow time for Gymshark to create a partnership with Wow Hydrate, book the Sea Life Aquarium and send out the ticket details whilst the campaign is still relevant and known. As Gymshark’s most successful marketing strategy is social media, promoting the tickets for the event through social media will be a strength.

A measured accronim centred around goals specific to the pop-up event at the London Sea Life Aquarium. By recognising these goals, this will garentee that objectives will be met within the time frame.

Gymshark lifting club: aquarium edition

19.02.24 - 25.02.24

pop- up event location

The event will take place within the London Sea Life Aquarium within Atlantic Cove, as it is known to be one of the largest aquariums in England with over 500 species, including more than 40 sharks.

Atlantic Cove, is the Sea life’s main event space, it holds up to 500 guests standing and up to 200 dinners at 500m2 guests making it a large space for an event to be held. The event is also located in the centre of London next to the London Eye which makes it an exciting and tourist attracted visit to the event for the guests; the more memorable, the more impactful the results will be.

This is an ideal venue to use as the event room allows close contact with the sea life such as sharks and stingrays through large glass windows creating an underwater illusion to the event. To maximise the underwater atmosphere, Sea Life also offer a variety of lighting options allowing Gymshark to be able to dim the lights to maximise underwater theme to an extent with the option to turn the lighting up a tone when the lifting starts to avoid injuries within the darkness. This will allow the tanks to illuminate the space which will create a motivational and joyful environment to be in whilst being surrounded by nature.

The sharks and the colour of the water will create homage to the Gymshark brand identity. Within the price, during the event there will be an opportunity for the attendees to see divers interact and feed the sea life.

The Customer journey

The event will take place on the 24th February 2024 within the London Sea Life Aquarium venue. The Sea life Venue holds space for up to 500 guests making it feel more of an intimate event for attendees; a less pressuring environment to be in. In order for attendees to enter the main event room, they will experience life underwater as they first walk on top of the Shark tank followed by a walk through the Ocean Tunnel surrounded by an array of fish and turtles. The walk to the main event space, will give an insight to how immersive the lifting event will be. This will be beneficial as it will allow the attendees to not only get familiar to the environment, but also feel more relaxed as their minds are taken away on magical journey surrounding underwater life. Surrounding the attendees with sea life on the way to the event, also be a beneficial way to reflects the brand identity of Gymshark as the brand is known for ‘being conscious about the world we live in,’ (Gymshark,2023) showing the supportive and conscious side of the brand through a humorous pun.

As Gymshark Lift attendees begin to congregate in the aquarium’s reception area, the loud sound of chatter echoes throughout the London Sea Life Aquarium. They begin to get to know one another by asking their ages, where they are from, and how eager and intrigued they are about the event. Two Gymshark Athletes walk out of the main corridors with an aquarium worker, both dressed in Gymshark Clothing. Attendees file through the turn stall and into the aquarium one by one. The sharp smell of salt tickled their noses, making them to take a deep breath to calm down the nerves.

The staff do not take them on the usual route around the aquarium, which builds anticipation and excitement as they begin to feel valued by Gymsharkthis unique experience. As the group moves further away from the tourist attraction, the sound of chatter, crying babies, and laughter slowly fades. The darkness descends. They can hear the filtration system whirring, bubbles from the sea life, and the faint sound of music from the event ahead. The temperature and the texture of the ground beneath their feet change abruptly. When they open their eyes, they see the bright illuminations of the tank’s water reflecting off the floor creating calm waves, and an array of multicoloured fish, Sting Rays, Aquatic Plants, Reptiles, and other creatures swimming over and around the tank. The smell of seaweed and salt water becomes extreamly pungent. The participants go slowly through in awe, submerging themselves into a state of relaxation. As the gathering of attendees approaches the event, the music becomes louder as they turn the corner. As the enthusiasm amongst them mounts, so does the talk. The following room is still dark as they enter another long and dark tunnel. This tunnel differs from the first in that the ground illuminates the room with sharks swimming. As the group walks down the lit tunnel, the scent of seaweed and salt begins to dissipate. All of the participants gaze down as they walk, their shoes and legs turning blue and red as they walked lightly on the shark tank beneath their trainers. The sharks swim around in peace, adding to the overall tranquilly of the travel to the event thus far. Looking up, the end of the tunnel begins to glow a dark blue as they make their way into the event area.

As the attendees walk around the final corner, the walk way begins to open up, the lighting improves but not too much, and the music becomes louder. The excitement rises as the Gymshark Athletes begin to explain a bit about the day’s plan and answer as many questions as they can to keep the audience entertained and alert. They arrive at the event space. The area features light planked wood flooring and big wood beams projecting from the ceiling, giving the party the impression that they are in the base of a pirate ship. The vast blue fish tanks illuminate the area, generating a dazzling source of light when combined with the adjustable ceiling lighting. A giant curved shark tank to the left of the group shapes the room, giving the impression that the participants are also in the fish tank, with an array of weights, smith machines, and squat racks equally spaced apart.

There are piles of nicely rolled yoga mats next to the weights, ready for the full-body workout later that day.

Zone c

one to one sessions

Zone e

main stage

Zone d

As the group moves deeper into the room, they notice white and blue chairs and bean bags strategically placed around the room, as well as small tables in front of a small stage with two sofas in the centre. The audience looks about in astonishment. There is a little odour of salt water, but it is not overpowering; just enough to complement the undersea environment motif.

Attendees go around the space, stopping at the large Gymshark pop-up shop styled like an old pirate ship.

Gymshark apparel, accessories, changing rooms, and other items are available inside. The ideal location to feel, try on, and test on apparel after purchasing it at the event.

Zone b

sealife meet & Greet

Zone e

entrance

Retail Zone

Zone A

Photo opportunities

pop-up store

spotify playlist

This is the initial plan to how the outside of the pop-up store will appear within the London Aquarium event. The outside and inside of the business should look and feel like an abandoned ship with aged decaying wood and peeling paint, creating the overall feel of being deep underground. The store will feature a variety of clothes focusing on the overall concept of sustainability and being underwater, with the chance for participants to print on a sustainable Gymshark Lifting Club t-shirt. This will reflect the Gymshark beliefs and values whilst providing another opportunity for guests to interact more with the Gymshark brand whilst also encouraging them to purchase more sustainable gear in order to lessen their overall carbon impact of the fitness industry. This will strengthen and promote the Gymshark brand and principles overall. The pop-up store will be another way for the event to boost its return on investment as the more products sold, the more profit the brand will make. As the event is technically free, Gymshark needs a tatic that will encourage and guide weight lifters while also guaranteeing that the brand will still benefit by increasing their capital rather than losing it. The store will also serve as a data collection point for attendees, as they are encouraged to use a paperless receipt by providing Gymshark with their email address. Gymshark can then add them to their email list in order to send them future promotions and keep them up to speed on what the brand is up to. This will sustain the brand’s strong relationship with the consumer as well as retaining new customers.

This is the playlist which will be featured in the event. On this playlist, there will be a range of music from a range of genres and eras in order to cater to the wide demographic the event is targeted at. Gymshark already use Spotify as a way to connect with fans on a deeper level ,by providing a playlist for their collaborations. This playlist will tap into their marketing strategy by using Spotify so attendees can access it after the event. Scan

Main event Schedule promotion

This is an example of the main event schedule’s design as well as the type of content which would be found at the event during the weekend. The aim was to create a visually lead background and colour palette to enhance the underwater theme. The activities during the event will also be a playful pun to both the Gymshark name, and the underwater theme to create a more immersive experience. It is bold and playful making viewers want to stop to read it in more detail online.

athlete line-up promotion

Gymshark Athletes will be attending the #BeyondYourAverageLift pop-up lifting club event at the London Sea Life Aquarium to maximise the attendees percentage . They will be holding a range of events at the event, including exercise classes, 1-2-1 lifting lessons, guest talks, live shows, and meet and greets. This will be shared and promoted on Gymshark’s social channels, as well as the Gymshark Central Blog and the Gymshark App, as these are Gymshark’s key and successful marketing techniques for gaining CRM from customers. The aim of posting the most popular Gymshark Athletes on a poster, is to encourage more customers to attend the event so they can meet their inspirations and become a part of the Gymshark Community; it also strengthens relationships between brand ambassadors and fans. The more athletes who advertise the event on social media and mention it on Gymshark, the more people who will come over the week.

event partnership

Wow Hydrate is a sports drink brand that allows you hydrated whilst improving the protein and vitamin digestion, and is a low-calorie drink that allows you to maintain a healthy lifestyle. As a brand, they are on a mission to change the face of sport and hydration by educating and inspiring people to be their best selves, while also being an enduring advocate for low-sugar diets. The Wow Hydrate brand was created when they noticed a large gap in the market for flavoured water that was sugar free, fat free, and had low calories but still hydrated the consumer. Wow Hydration currently has ambassadors on the lines of Tyson Fury, Kevin De Bruyne, Ella Toone, Billy Searle, and John Ryder, as well as partners including Southampton FC, Matchroom, Fight Zone, and Castleford Tigers.

Wow Hydrate and Gymshark’s collaboration will be clearly visible throughout the Gymshark Lifting event, as the hydrating water will be distributed as attendees enter the event area, during the lifting workshop and at refill stations across the event. This will allow participants to test the Wow Hydrate products while learning how to lift within an underwater experience. Participants will remember the unique event and remember the benefits they experienced while lifting with Gymshark and drinking the sports drink, increasing awareness to both companies.

Wow Hydrate and Gymshark’s beliefs are strongly aligned, as both businesses aims are to assist and guide their customers to push themselves to the limit while using and wearing their goods. The sports drink has partnered with a number of renowned influencers, making it one of the most popular sports hydration waters in the current market for athletes, particularly in the football and boxing industry. The company currently does not have a partnership with a fitness apparel brand nor who specialise in weight lifting such as Gymshark, making it an advantageous partnership for the unique event. Because the event is held at the London Sea Life Aquarium, Wow Hydrate not only creates vegan and vegetarian options, but they are also a sustainable brand because they are focused on reducing plastic waste, which is related to the event’s location and ties in with sustainability, as well as reducing the pressures of weight lifting.

Gymshark Lifting Club:

Miss Amelia Cundill

To ensure that participants attend the pop-up and Gymshark have an estimate to how many people are coming each day, tickets must be promoted and distributed to maximise the number each day to exceed the return on investment. These tickets will be made available two weeks prior to the event to allow maximum capacity and to allow Gymshark to benefit also from the event not only the attendees. To ensure that people attend the event the event, a deposit of £10 will be required, which can be spent at the pop-up store. This will make it less pressuring for attendees, who may not enjoy working out or do not lift, feel as though they will be getting something in return. This will also encourage attendees to buy more Gymshark products at the event due to attendees not wanting to waste £10 on their deposit, they will more likely spend more money on more than one item increasing the return in investment. This will give a rough estimate to Gymshark

About:

Splash into the world of Gymshark Lifting Club. No pressure. No contract. Just you submerged within nature and weights. Enhance and develop new skills within weight lifting no matter your ability. Plus it is in an aquarium!

to how many people will be attending whilst comparing the estimate to the success rate from previous events to the success rate of this event. The tickets will first be promoted and released through an Instagram story followed by a multi-media post on all social media accounts to increase awareness surrounding the key information. These will feature a link to the tickets to the event. To ensure that the tickets are reaching a large target audience, Gymshark Athletes will also promote it on their social platforms to their followers with some influencers stating that they will also be attending the event as a meet and greet which will encourage more to attend the event.

event ticket

event timeline

19.02.24 - 26.02.24

saftey requirements Responsibility

Critical research and analysis will take place on October 1st, 2023, about how the event will function, the influencer line up, whether it aligns with other campaigns, and what equipment will be required to merge with the layout design. During this stage, Gymshark will find which products will be sold in the pop-up store and how many employees will be required for the following week.

The event’s promotion will begin on the 19th January 2024, one month before the event’s start date. This will give the event enough time to develop a strong interest over the social platforms of the Gymshark influencers. The longer the event is promoted, the more awareness and attention it will receive. This will contain both Gymshark and Gymshark Athletes social media updates, as well as blog post.

After a month of marketing, the event will begin on February 19th, 2024 which will last one week. During this time, the press will attend a variety of events throughout the week for post-event marketing such as photography and written pieces.

To ensure the safety of the attendees, especially surrounding lifting weight in a unique environment, a weight limit should be made before the lifter begins to ensure that they do not hurt themselves. To maximise their safety, Gymshark Athletes as well as other members of staff wihin the event will be there to support, guide and spot the attendees. There will also a weight limit to ensure that the weights do not exceed the weight capacity of the flooring as this is not a place where people usually weight lift. To ensure that there will be no damage, soft mats will be placed to avoid the participant getting hurt as well as damaging the flooring. Ensuring the safety of the sea life and the event space, any form of weight lifting will not be allowed close to the glass of the tank to avoid the glass smashing or scaring the fish in any way. As it is in an enclosed area of the venue, an emergency response plan organised by the venue and Gymshark must be put into place encase of any hazard or injury.

The event will finally come to a close on the 26th of February 2024, one week after the event began. After the event, Gymshark will evaluate, analyse the return on investment, and determine which techniques were more successful than others for future campaigns.

Responsibility

legal requirements

When planning such a unique weightlifting event, legal requirements must also be considered to protect attendees, the venue and Gymshark. One factor to consider is liability insurance, which ensures that Gymshark will be covered if any hazards occurs or if a participant is wounded. This will cover the aquarium, in order to avoid any legal action. This will be avoided by requiring attendees to sign a written consent form before purchasing a free ticket or before they enter the event. Animal Welfare Laws will also need to be thoroughly examined and analysed to ensure that the equipment and music are not too close to the tanks and make too much noise. This will be minimised by keeping the music at a reasonable volume and putting padded mats on the floor to prevent weight clashes or heavy drops from harming the animals.

Funding and budgeting

Who will fund this campaign?

Gymshark is a rapid and expanding brand that has seen a significant success rate within the recent years, with a revenue of £176 million which had been reported in 2019. The brand is known for their internet presence, marketing, unique and adaptive product line and their influencer marketing. Also, within 2019, Gymshark also received large funding from an investment from an American company called General Atlantic which values approximately at more than £1 billion. This again implies that Gymshark have access to large financial resources, which allows the funding from the three-part tactic campaign. Another reason why Gymshark will be able to fund the campaign as Gymshark are known for producing large scale events such as Gymshark66 and Lift Manchester which both have been successful, making the likihood of Gymshark being able to fund the campaign strong. This means that they will be able to fund the campaign even with extra capital put aside just in case if they want to add more capital into the campaign due to it being popular. It has also recently been announced that Ben Francis has just become the youngest billionaire within the UK and is now officially on the Forbes list. This is a factor again states that Gymshark can afford the campaign as it shows how rapid the business is growing globally as well as showing that Ben Francis has long term goals for the brand showing stability.

offering

Gymshark Athletes 6 Athletes start the social media trend

off on their socials

Billboard budget

London Piccadilly 3D Digital Billboard 1 Week £45,000,00

TikTok Discovery Board 1 week of the hashtag being on the Discovery Banner

=£123,000

This will not cost Gymshark extra to pay the Athletes as this campaign will not exceed their contract as it will be a main brand event.

For one week this will cost £123,000

= £123,000

For the TikTok challenge, there will be little capital spent need to be spent in terms of what will need to be sourced. Gymshark already has in-house sources to ensure that the challenge takes place, such as their own influencers, studios, cameras, and more, to ensure that the TikTok goes accordingly. This means that Gymshark will need to pay for the TikTok discovery board advertisement for a week total which will cost the total tactic to be £123,000. This will have room for Gymshark to expand and add additional funding from if any ideas rise or whether any emergancies occur during that tactic.

Manchester Victoria Warehouse Billboard 1 Week £10,000

Edinburgh Leith Walk

Billboard £635 for delivery, produc+on and a two-week period

Cost to make the billboard N/A It will be made in house so will not cost.

The models 5 people As they won the compe++on, they will not be paid. But will need transport and food.

Transport for TikTok

Winners to get to Gymshark

HQ

5 People £300

=£4,510,935

The financing for the 3D digital billboard technique will mostly go into renting out the billboards, especially those located in London on the Piccadilly Lights, as the billboard rates are tailored around how high the demand is for the locations at point in time. The higher the demand for the billboard, the higher the price it will cost Gymshark. Since you cannot predict the overall price at that time, the pricing is based off competitor pricing strategy resulting in it constantly changing making it hard to budget. Gymshark will not have to outsource the creationor design of the 3D advertisement since they have graphic designers, photographers, and videographers and staff which can already do the job. The money that would normally go into hiring can now go towards billboard competition or other tactics. Finally, ensuring that the winners participate in the challenge, their transportation and food while their time at Gymshark HQ will be covered.

pop-up event budget

Item Quan*ty/ Time period/ What offering Price

Post and pre marke*ng

The promo*on of the brand before and a=er the event

finishes

Staffing For one day there should be 40 people ensuring that they are safe and are having a good *me including the Gymshark influencers

In house adver*sementincluding billboards, art work, displays, large Gymshark logo

Decora*ons to maximise brand iden*ty

This will be in-house marke*ng including influencers, through the blog, press from the event will post their experiences from the event

Each staff member will get paid £15 per hour

£16,500

£8,876

Item Quan*ty/Time period/ what offering Price

London Sea Life Aquarium venue package

1 Week with tables, ligh*ng, in-house catering, alcohol provided, promoted events, ligh*ng, DJ, Movable furniture, inclusive drink packages, disabled access, screen for logos, microphones

£78 per person who aMends X the maximum aMendees who can go 200= £15,600

To hire for one week= £9000 x 7 days=£63,000

Equipment 11 weeks This should not cost as Gymshark already have inhouse equipment to facilitate the event

future of the campaign

Selling *ckets

200 Tickets per day for the week

The *ckets will be free to encourage more people to buy them but will have a £10 deposit to hold the *cket to ensure that they go The deposit will go towards them buying a product in the store Emergency fund Extra capital set aside in case any emergencies occur £20,000 Security 5 security staff per day £6,000 Transporta*on of staff and equipment 1 week £14,456

=£67,832

Gymshark influencers For 1 week The Gymshark Athletes do not need to be paid outside of their contract as this is a main campaign event.

Sofa chairs 200 chairs £69.60 x 200= £13,980

A small stage 1 One stage X price for the week =£1,610

Weight li]ing equipment For 1 week Quan*ty x price x hires for how long= £30,000

=£108,590

The pop-up event at the London Aquarium’s funding has an estimated pricing budget of £176,422. As it is a physical event in which Gymshark pays for the location, equipment, and the positive experience to promote the brand identity and campaign goals, this will be the most expensive tactic of the three tactics. Even though this is the most expensive method, it is a successful way to end a campaign by meeting and evaluating how the attendees’ confidence has grown and adapted since they first started the campaign.

Total price for the Not Your Average Lift Campaign= £4,810,357

The Not Your Average Lift Campaign, has many options Gymshark can go down, either short and long campaigns, events or marketing tactics, which will allow Gymshark to enter new and immersive touchpoints, which they have not yet to enter. For example, the metaverse and new guerrilla marketing methods. These will allow the Gymshark brand to stay relevant, unique, creative and playful whilst still reflecting the garage mentality from when Gymshark first started. With influencer marketing being Gymshark’s primary marketing tactic, as it is shown throughout the brand identity, reflecting and using this tactic in later tactics will be beneficial.

The future of the Not Your Average lift campaign revolves around the final three tactics which will be used throughout the next three years. The first year, another TikTok trend will be used due to the success of the other two previous TikTok campaigns. The second year, there will be a guerrilla marketing strategy encouraging people to lift a new machine called the Home Body Gym Boss 2.0, which tests their weight against the velocity. In the last year, Gymshark will enter the metaverse in the third year where the Gymshark community will gather within one vast realm throughout the world.

Tiktok flex challenge

guerrilla marketing

Gymshark will launch another TikTok challenge one year after the Not Your Average Lift concludes. This will depend on the success of the last challenge. If it is effective, there will be a competition encouraging gym goers to post their most iconic flexing positions on TikTok. As this is continuing from the last campaign, the hashtag #NotYourAverageFlex will be the next challenge. The goal of the TikTok challenge is to demonstrate that the community are seen and supported by the Gymshark brand. The two winners of the challenge will get the opportunity to spend the day with their favourite athlete and become a Gymshark Athlete for the day. The TiTok tactic will be continued, to increase brand identity through user-generated advertising of their clothing whilst they are posing and flexing their muscles. This will be a playful and creative way to encourage customers to test their inner body builder mentality. This will be the next step moving forward after the last campaign to show the different opportunities they can get involved within the Gymshark community.

After two years of the Not Your Average Lift, guerrilla marketing strategy will take place. Gymshark Athletes encouraging the general public in Manchester, London, and Edinburgh to step up with friends and family to try out a new machine called the Body Boss 2.0, a portable gym that measures participants’ weight with velocity to create a weight lifting challenge. Behind the weights will be a bright, bold blue wall with neon lights spelling out the campaign title, Not Your Average Lift, in white, bright neon writing. This will allow participants to capture images while participating in the challenge and encourage them to share them on their social media platforms. there will be other activities within the pop-up including monkey bars, where Gymshark Athletes can compete in a hang contest with the general public. A squat bar will also be located to the left of the pop-up for either commuters or individuals who want to get a quick pump in while passing by on their way to their next location. This space is also used for one-on-one questioning and teaching people how to squat within a 10 minute time slot. This will generate a new touchpoint which Gymshark have yet to enter into yet.

year gymsharkiverse

For the last year of the follow up of the Not Your Average Lift campaign, Gymshark will enter a new touchpoint which they have not yet used: the metaverse. This digital and creative space will allow their community to connect with one another around the world within one digital real. This will allow consumers to submerge themselves into the world of Gymshark and their interests for weight lifting paying homage to the first campaign. As Gymshark have not yet entered the rapid growing universe, this will be a strong way to end the campaign overall before possibly entering a new campaign through one of the thee tactics within the three year plan.

strategic and promotion

by Amelia Cundill