Sponsorship

Gymshark Black Friday

Gymshark needed to increase revenue amongst consumers ahead of the brand’s biggest sale event of the year, Black Friday.

Results

29m+

Views

100k+

Engagements

154%

Increase in revenue

challenges

Approach

The Gymshark Black Friday Challenge

Title Prioritization

The first step was to prioritize titles, categorizing owned titles into three main categories based on social audience size, content performance, and revenue earned. This allowed the team to focus on the top and middle performing titles which showed the most promise.

Top-performers: Popular titles that had large audiences who were actively engaging with shared content and continuously drove high volumes of revenue.
Middle-performers: Titles with medium-sized social followings that were currently dormant, but showed signs of life.
Low-performers: Dormant titles with weak social followings that had been dormant social channels for long periods of time.

View all posts

Content Creation matrix

After identifying the titles which would yield the largest impact, we developed a content creation matrix that could be deployed across all high-priority titles to streamline the process and ensure each piece of content was providing the most value.

‍

This workflow was centered around four main considerations:

First, identifying a relevant cultural moment.
Second, correlating the cultural moment to a relevant Fox property.
Third, leveraging a powerful social platform.
Fourth, identifying KPIs.

Summary

Leveraging the combined following of Gymshark’s top sponsored male athletes, we created a unique competition pitting athletes against each other in various strength and conditioning exercises.

The Gymshark Black Friday Challenge was a weekend long competition featuring eight prominent Gymshark athletes who competed for bragging rights and encouraged users to participate in the action via voting, giveaways and fitness challenges hosted on the competition landing page.

With over 51 pieces of unique social content posted by our sponsored athletes, fans had the opportunity to be a part of the epic competition through Instagram stories, in feed Instagram posts, and long-form Youtube content.

Athletes David Laid, Will Tennyson, George Bamfo, Noah Ohlsen, Heber Cannon and Marston Sawyers each created vlog style videos highlighting the weekend event.

‍