Benenden – 100 Years of Fitness in 100 Seconds
100 Years of Fitness drew upon a story told with dance and music to connect the Benenden brand to consumers.
Increase Benenden’s brand visibility and engagement.
Benenden sought to supplement their existing membership and revitalise their brand for a younger, health-conscious audience by connecting their rich heritage to present-day trends – specifically vintage style and the appetite for wellbeing. Our brief was to increase Benenden’s brand visibility online to a target audience aged 45 and under, to increase brand engagement, and to drive website traffic.
Produce an exciting and informative video showcasing Benenden’s heritage and commitment to innovation
Our 100 Years of Fitness video drew upon a story told with dance and music to connect the Benenden brand to consumers.
A dancer demonstrated 100 years of fitness fads in 100 seconds, transitioning from grainy black and white footage of stretches in the 1910s to sharp, full colour footage of her Zumba dancing in the present day.
We also produced an onsite content resource that explored the various fads and themes to drive more traffic to the Benenden site and increase consumer engagement.
A massive increase in brand awareness.
Within weeks of launching, the 100 Years of Fitness video had been featured by 295 news platforms and publications including Time.com, Buzzfeed, Mail Online, Huffington Post, Today.com, Mashable, Elle.com, Distractify, ViralNova and BoingBoing.
After earning two million views in two weeks, the online video trended onto YouTube’s #PopularOnYouTubeUnitedKingdom playlist. Subscribers to Benenden’s YouTube channel have also increased by 3,500%.
To date, the 100 Years of Fitness campaign has earned more than 90,000 social shares. Many of these have resulted from the high volume of media coverage (the editorial feature on Buzzfeed, for example, was shared nearly 7,500 times on Twitter, Facebook, LinkedIn and Google+).
In the month following the campaign launch, referred traffic to the Benenden website more than doubled year-on-year and the video now has nearly five million views.