The Campaign

The voice form Keep’s users, as known as Keepers, is the strongest brand endorsement. In the first half of the video, we attracted the audiences’ attention by showcasing some postures of excellent and amazing control of bodies by body-builders. And then it turns into daily scenes, talents were repeating the exercise throughout the day to tell the audience that they are not born this way. They keep training day by day. And then we explained behind these, there are tough daily practices to earn to be free.

Creative Execution

We made it an integrated campaign covering all media platforms, such as TV, online video sites, cinemas, OOH posters and LCD screens at subway stations and buildings, major social platforms, like Wechat and Weibo, etc. We successfully generated plenty of buzz and discussions over the campaign. We cut three versions of video in order to adapt them to different media environment and audiences, one of which lasts two minutes as a full version for delivery at social media. In addition,to touch specific sports groups deeply we did something creatively on a new media platform like the popular cinemas and the football court. We printed the Keep logo and brand’s slogan, “Earn To Be Free”, on the football field to touched everyone who truly exercise and the potential users working in surrounding buildings. Meanwhile, this creative action was spontaneously published on social web by consumers and triggered a heated discussion again.

Results

Over 4 hundred and 7 million people watched the video on TV, Over 12 hundred million times played online. Over 1.1 hundred million times discussed over the topic #EarnToBeFree on weibo. Over 20 million users are new to Keep after seeing the campaign within the first 2 months. Total user amount has reached 50 million. Keep has secured the first place in the industry remarkably.

Today, more and more fitness apps in China are turning up with the similar functions. Given this background, Keep needs to differentiate himself among all competitors by communicating its core brand value, the spirit of sports, recruit more users and shore up the position of No.1 fitness app. As a result, the total exposure reached 700+ million times in one month. More importantly, the campaign has successfully recruited over 20 million new users within 2 months, and this number is adding up continuously.

After a lot of market researches and studies on target audience’s behavior, we found that inertia is the biggest enemy to chronic exercise. Then what motivates someone to keep exercise every day? The strong desire of freedom keeps them move forward. They are seeking for breaking down the boundaries of bodies and gaining the real freedom physically and mentally. Therefore, they are willing to be self-disciplined, to keep a strict diet, to challenge the physical limits, and gradually formed a powerful spiritual driving force. “Keep” encourages them to get freedom from self-discipline. That is the meaning behind our slogan, “Earn To Be Free “.